Amazon Prime Video India is doubling up the contents on its live-streaming platform. While finding out the proper contents that would be liked by a “broad range of customers” is tricky, James Farrell, Head of Content, Prime Video, Asia Pacific, and Vijay Subramaniam, Director, Content, Amazon Prime Video India, said that they have started to identify what works in the Indian market, and are “doubling that”.
Amazon Prime Video India was first launched in December last year.
“The cool thing about being part of Amazon as well as the heaviest obligation is that we have so many different customers around the country… Different languages, different age groups, different gender — and they don’t like the same type of content,” said Farell to IANS.
He also said that they have tried to make the platform a vessel for different Indian stories. “The main challenge before we launched was on the content side: About what type of content people want to see. There are so many options — original content, reality, comedy, and documentary. So, we started with a little bit of everything and now we are seeing what works,” added Farrell. Asked how the challenges have changed in the last over six months, Subramaniam said: “It is really very early days for us to think about it. I think we have got a lot of distance to cover… We’re beginning to see what content is more preferred and starting to double down on that.”
Amazon Prime Video offers foreign TV series, films, and stand-up comedies, and now the platform has committed to broadcast 18 originals in the fiction category.
Users can access Amazon Prime Video India on their phones and laptops by just paying a yearly fee of Rs. 499. For its first scripted Indian show, the platform had put its bet on a story, regarding cricket and all the politics, business and drama that involved outside the field, named Inside Edge, starring Angad Bedi, Richa Chadha and Vivek Oberoi. Now, they have taken their first step towards getting into the widely-popular TV segment in India the reality TV shows. Last month, the Amazon Prime Video India announced that it will create “multiple unscripted Originals” (reality shows) for India.
There are three reality shows already lined up to be broadcast on the platform and they are “Destination Unknown”, “Comic Kaun” and “The Remix”. All these shows will be aired in the first quarter of next year.
“Salman Khan is a key partner of (one of our) initiatives. He is hugely popular in these areas (tier 2 and tier 3 cities)… (The partnership) is not only to make his films available to those customers but super early even before they go live on TV,” said Farrell.
The competition is quite tough among all the streaming services, with Netflix coming out with several original shows with lots of Indian talents on board.