MUMBAI: At Amazon Prime Video HD, if there is one war cry that’s being heard loud and clear it is: India ahoy! There’s a reason behind it, according to a report in US publication Deadline. Head of Originals James Farrell, at an event announcing the launch of its biggest slate in Mumbai, said that one of five (or 20 per cent) of its subscribers outside of India watch content produced by Indian creators. He gave full credit for this success to the head of Indian originals Aparna Purohit and her team.
A beaming Purohit who joined the international team on stage pointed out that she truly believes India is a land of storytellers — in every nook and cranny. “This is almost like the renaissance of Indian entertainment and amidst this multitude of stories, to find one that can connect and resonate with the audiences here and across the world is a challenge,” she added. “We just want to create a home for talent; a safe space where creators feel supported and that we’re willing to invest in them.”
According to Farrell, that support is coming in the form of the format of shows such as One Mic Stand being remade in Germany.
Amazon Studios president Jennifer Salke believes that what sets Prime Video apart from the other streamers is its razor sharp focus to be the home for talent. “What this means is that we have to have the best teams on the ground to cultivate the talent in the regions. Talent wants to be part of the Amazon Prime family and make incredible shows for people to enjoy not only in India but all over the world. We stand apart in that away,” she said.
International operations vice-president Kelly Day highlighted that India is one of Amazon Prime Video’s fastest growing markets and has some of the streamer’s most engaged customers. “The future of global streaming services is about global expansion and moving much more ambitiously to serving customers in international markets and truly, India is really leading the way for us,” she said.
Are the suits at Netflix who have relatively cooled off on India listening?
