Amazon Prime Video has recently completed fives years of serving in India ventures big into the Indian Entertainment industry as it announces its upcoming projects, productions and co-productions across multiple genres and languages doubling investment over next five years. It has raised the investment amount for its original content by two hundred percent, as it launched 41 new titles in Hindi, Tamil and Telugu for the next two years. It is also multi-licensing deals and co-productions with some of India’s leading film studios. These all are to be launched in the next 24 months.
Prime video aims to expand its marketplace offering by launching a Transactional Video-On-Demand (TVOD) Movie Rental Service in India, it shall enable early rental access to latest Indian and International movies. This strategic move is done to expand its customer footprint as the services shall be available to all, members and even the ones who aren’t the members. The rentals will be done per movie and will be accessed via prime-video app.
The genres are as range from arresting thrillers, dynamic actions, expressive dramas, comedies and romances. The service is ameliorating by roping in supernatural and horror stories for its young adult audience for the first time in Indian region. It is also adding on biographies, features and documentaries and investigative doc-dramas. With the multiple blend of genres it ropes in multiple talents and artists who are to work in front of and behind the camera.
Gaurav Gandhi, India’s country head for Prime Video elaborates “In the past five years, we have built a strong portfolio of locally produced content across languages in India trying to super-serve the diverse needs of Indian customers. We have helped the stories travel all across the nation and the globe. Playing a keyrole in expanding the linguistic palette of the country, we have increased the audience base for creators and talent. Prime Video records a viewership from 99% of the country’s pin-codes. India is one of Prime video’s fastest growing sub-divide. Hence, we are committed to delight our customers with great content and fuel it’s creative economy, in order to become India’s favorite entertainment hub, we plan to offer rentals with an early access to latest films. We We are deeply committed to grow this segment further and are going bigger on our film licensing partnerships, expanding our co-production initiatives and are now excited to announce our foray into original movies. In addition to our investments in great content, we are super excited about the launch of our TVOD movie rental service, that will not just give even more expanded reach to these films but also give customers more choice in how they want to access and watch content.”
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Coinciding to his statement, Aparna Purohit, head of India originals, Amazon Prime Video said,“Our mission has been to tell compelling, authentic and rooted stories that not just connect with audiences in India but resonate with audiences across the world. We feel humbled that the characters of our shows and films have inspired new archetypes, blazed a new trail, and in fact, become a part of the cultural zeitgeist. As we move forward, we are excited to partner with some of the most prolific creators to bring forth powerful stories across different formats, genres and languages for our customers. We are confident that our upcoming slate of shows and films will transcend all barriers of language, nationality or formats.”