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Tag: Amogh Dusad

  • Amazon MX Player, Sony TV team up to stream and beam ‘Rise and Fall’

    Amazon MX Player, Sony TV team up to stream and beam ‘Rise and Fall’

    MUMBAI: Streaming is going prime time. Amazon MX Player, Amazon’s free video service, has joined hands with Sony Entertainment Television to take its buzzy new reality series Rise and Fall to a wider audience.

    In a first-of-its-kind distribution pact, episodes of the show will drop daily at noon on Amazon MX Player before hitting Sony TV at 10:30 pm, giving viewers the choice of mobile-first streaming or traditional appointment viewing.

    The gamble seems to be paying off. According to Ormax Media, Rise and Fall was the most-watched show in its launch week. Hosted by Ashneer Grover, the show packs 15 celebrities from across entertainment, sports and music into a towering set split between extremes: a penthouse for the “Rulers” and a spartan basement for the “Workers.” Contestants shuffle between privilege and hardship, testing their wits in a battle of ambition, survival and strategy.

    Amazon MX Player, director & head of content, Amogh Dusad called the partnership “a cultural moment,” adding that the bold and disruptive format deserved the widest possible reach. Akshay Agrawal of Sony Pictures Networks India said the tie-up reflects Sony TV’s mission to bring “unique and compelling” formats to millions of households.

    The show has also lined up big-brand backers, with Lux Cozi, Orient Electric, Haier, Pintola and Avvatar Whey Protein among its sponsors.

    New episodes of Rise and Fall stream daily for free at 12 pm on Amazon MX Player, available via the MX app, Amazon shopping app, Prime Video, Fire TV and Airtel Xstream and air at 10:30 pm on Sony Entertainment Television.

  • APOS 2025: Amazon demystifies dual platform strategy and amazing road map ahead

    APOS 2025: Amazon demystifies dual platform strategy and amazing road map ahead

    BALI:  At the APOS 2025 summit in Bali, hosted by Media Partners Asia (MPA), Amazon’s content leadership delivered a deep dive into why India remains one of the most strategically complex yet promising media markets. Taking the stage were Prime Video  vice president, Asia Pacific & MENA  Gaurav Gandhi, Prime Video India director & head of originals  Nikhil Madhok and Amazon MX Player director & head of content Amogh Dusad. The session was moderated by MPA’s executive director and founder  Vivek Couto.

    The big reveal? Amazon isn’t choosing between SVOD and AVOD in India—it’s going full throttle on both.
    “India isn’t a monolith. It’s an ultra-fragmented market with vastly different consumption behaviours,” said Gandhi. “Prime Video is built for those who are already deep into the streaming habit and are willing to pay for high-quality entertainment. Amazon MX Player, now part of the Amazon fold, is designed for the mobile-first, ad-supported audience that’s still transitioning from television.”

    Prime Video, Gandhi said, is thriving on living room devices, with a premium audience consuming high-end series, global content, and a wide bouquet of offerings including TVOD (movie rentals) and add-on subscriptions like Apple TV. Meanwhile, Amazon MX Player reaches over 250 million users, largely through smartphones. Its mission: democratise premium entertainment through AVOD—without a paywall.

    Nikhil Madhok outlined how Prime Video Originals are laser-focused on delivering cinematic storytelling—visually rich, thematically deep, and produced at a scale far beyond traditional television. “From The Family Man to Made in Heaven and Call Me Bae, we aren’t just creating content—we’re building cultural brands. Every story must hold its ground next to top global content.”

    He also teased the evolution of Prime Video’s movie play. Beyond licensing and direct-to-service releases, Amazon has entered the theatrical game via Amazon MGM Studios. The first release under this banner, Nishaanchi, directed by Anurag Kashyap, hits theatres this September. “Starting 2026, expect four to six Amazon-produced theatrical releases each year,” said Madhok.

    Themes are front and centre in content strategy. “Genres are surface. We’re diving deeper—into identity, trauma, aspiration, connection with roots,” Madhok said. Case in point: Khauf, a horror series that’s actually about urban isolation and female trauma, or Dupahiya and Panchayat, which reconnect urban audiences with rural simplicity.

    Amogh Dusad’s vision for Amazon MX Player is sharply focused on volume, relevance, and relatability. “Our audience wants content that mirrors their aspirations—rising up the socio-economic ladder, escaping the mundane, hustling for a better life,” he said. “Franchises like Hustler, which spotlight startup dreams, resonate deeply. So do titles like Aashram, which has pulled in over 200 million streamers.”

    Dusad also unveiled MX Fatafat—a bold new format tailored for India’s mobile-first generation. These are micro-dramas told in one to two minute episodes, shot in vertical format, and designed for snack-sized bingeing on the go. Each series will feature 80 to 100 episodes, delivering quick-hit entertainment during commutes, lunch breaks, and late-night scrolls. “This is format innovation meeting behavioural insight,” he said.

    A key theme across the panel was Amazon’s focus on building the next generation of Indian creators—across both platforms. Gandhi highlighted how over 50 per cent of Prime Video’s upcoming Originals feature first-time talent, either in front of or behind the camera. “That intentionality is what brought stories like Dupahiya to life,” he noted. “We’ve built structures to mentor and empower creators from scratch.”

    MX Fatafat, meanwhile, is expected to become a sandbox for emerging digital storytellers. “We’re not just licensing stories—we’re co-creating them with creators who’ve never had this kind of platform before,” Gandhi added.

    While competition intensifies in India’s digital entertainment landscape, Gandhi remained bullish. “We’re investing aggressively across Prime Video and MX Player. The Indian streaming story is far from mature—it’s just entering its next big phase,” he said. Amazon’s twin-engine strategy is clear: drive premium with Prime, drive reach with MX, and fuel both with bold bets on formats, themes, and fresh creative voices.

    From high-gloss dramas to vertical micro-series, Amazon is placing its chips across the board—because in India’s streaming game, one size definitely doesn’t fit all.

  • “Goafest 2025 is our canvas; we want brands to be comfortable forging content partnerships on MX Player” – Amogh Dusad

    “Goafest 2025 is our canvas; we want brands to be comfortable forging content partnerships on MX Player” – Amogh Dusad

    MUMBAI: On the sun-kissed shores of Goafest 2025, amidst the creative chaos and infectious enthusiasm of India’s advertising aristocracy, Amazon MX Player made a splash—not merely as a passive sponsor but as an ingenious storyteller poised to rewrite the rulebook on how brands engage their audience. Content maestro Amogh Dusad, appearing as though he thrives solely on a potent cocktail of wit, charm, and industry savvy, laid bare exactly how Amazon MX Player plans to dazzle and delight the notoriously unpredictable advertising elite.
    In this buzzing carnival of ideas and innovation, Indian Television Dot Com’s Sreeyom Sil gladly swapped leisurely sun-loungers for spirited verbal fencing, exchanging lively repartee with Amazon MX Player’s charismatic content wizard Dusad to unravel the secrets behind his devilishly clever content crusade. Below is a distillation of Dusad’s interview, served fresh in a brisk question-and-answer dossier.  Excerpts: 

    How is Amazon MX Player positioning itself to impress India’s top advertising minds at Goafest?
    We want to use this opportunity to talk about some of our upcoming tentpole shows. Also give them full comfort and trust on the kind of content that is on the service so that brands feel comfortable in deeper content partnerships.These forums build awareness around our upcoming slate. Our masterclass here offers brands a journey into our ecosystem—demonstrating seamless brand integrations in our narratives, ensuring advertisers feel confident forging deeper content partnerships.

    Can you give a specific example of brand integration in Amazon MX Player’s content?
    There’s a lot of brand integrations in LinkedIn in Jamnapaar, or Realme sponsored Hip Hop India.  We’ve successfully embedded brands directly into storytelling. Unlike traditional TV, where ads often become ambient noise, OTT’s intimate viewing ensures audiences engage fully. Shows like Lock Upp and Campus Diaries seamlessly weave brand messages into compelling stories, amplified further through our social media.

    Are there any new storytelling trends from Goafest influencing Amazon MX Player’s content?
    The festival’s just begun, but we constantly reassess our content. The rapid popularity of hip-hop among India’s youth, for instance, inspired our show Hip Hop India, integrating subculture and music in an energetic format, demonstrating our commitment to riding cultural waves swiftly.

    Has involvement in Goafest planning influenced your decision to double down on dubbed international content?
    No videsi as a category. We’ve been programming for almost two to three years now. We’ve curated international hits, notably from East Asia, for a few years now. Our recent anime venture dubbed in Hindi, Tamil, and Telugu, a free-to-view innovation, was an independent, successful experiment reinforcing our strategic direction.

    Any exclusive content reveals at Goafest 2025 from Amazon MX Player?
    We will be screening  the first episodes of popular returning franchise Half CA season 2 and new series Mitti: Ek Nayi Pehchaan, featuring Ishwak Singh. We will also be having a fireside chat featuring actor Sunil Shetty on the returning season of Hunter and insights from our upcoming unscripted show featuring Ashneer Grover will give attendees an exclusive taste.

    How is Amazon MX Player leveraging Goafest as a testing ground for new ad formats?
    Being the presenting sponsor gives us significant engagement opportunities. Through masterclasses and interactive sessions, we’re challenging the industry’s brightest to rethink brand storytelling beyond traditional paradigms. Our aim is bold yet simple: innovate or perish.

    Reflecting on your role, how have your leadership decisions shaped Amazon MX Player?
    My journey here has been immensely rewarding, producing over 20 returning franchises within just three years. Our next frontier? MX Fatafat, an innovative vertical short-form drama series with two minute episodes tailored to a thumb-scrolling audience, expected later this yea

  • “AI makes ads unforgettable, and bold stories keep viewers hooked” – Aruna Daryanani & Amogh Dusad

    “AI makes ads unforgettable, and bold stories keep viewers hooked” – Aruna Daryanani & Amogh Dusad

    In India, the free ad-supported streaming TV (FAST) market isn’t just growing; it’s practically sprinting faster than a Mumbai local train during rush hour. With revenue projected to hit a cool US $194.70 million in 2025 and an expected CAGR of 14.28 per cent through 2029, this space is hotter than a freshly popped bag of OTT popcorn. But marketing in this landscape? That’s like trying to explain Inception to your grandma—everyone claims it works, but proving it requires a flowchart. Thankfully, Amazon MX Player isn’t here to throw darts in the dark. It’s weaving brand integrations so seamlessly that they don’t just sell products; they make them part of the entertainment experience. Think of it as the masala in your favorite biryani—essential, flavorful, and impossible to ignore.

    With AI-driven ad tech, binge-friendly ad formats, and strategic partnerships, the platform is redefining how ads and content co-exist without stepping on each other’s toes. At Streamnext 2025, Indian Television Dot Com’s Sreeyom Sil sat down with Amazon MX Player director Aruna Daryanani, and head of content Amogh Dusad, to break down their master plan.

    And these two know their game. Aruna, with a track record of pioneering AI-led ad innovations and brand synergies, has turned Amazon MX Player into a powerhouse for advertisers looking to make a mark without disrupting the viewer experience. Meanwhile, Amogh, the brain behind the platform’s genre-defying originals and regional storytelling push, has a knack for picking content that hooks audiences from the first frame. Together, they’re not just changing how content is made and monetised—they’re making sure it sticks in the minds of both brands and binge-watchers alike.

    Edited excerpts from the interview

    For brands that don’t sell on Amazon Marketplace, how does your team leverage properties like Rise and Fall (social experiment) or Bhay (paranormal genre) to demonstrate measurable impact?

    Aruna: Amazon is India’s largest online store, generating trillions of shopping signals that advertisers can tap into to reach relevant audiences. This is valuable for all advertisers, even those not selling on Amazon. We offer immersive ad formats that allow all brands to showcase their story in an interactive and memorable way. For non-endemic brands, we ensure they can build broad awareness and positively impact brand recall, consideration, and purchase metrics. For instance, Nissan GEZA Special Edition, inspired by Japanese musical themes, partnered with us on Hip Hop India Season 1 to build awareness for their new model through a unique hip-hop dance competition. The campaign even led us to break a Guinness World Record, creating a significant word-of-mouth ripple effect that benefited the brand’s success.

    The 2025 slate includes Mitti (agricultural drama) and First Copy (piracy thriller). What specialised verticals are you targeting for category-exclusive partnerships?

    Aruna: Advertisers either look for direct story fitment to celebrate their brand or seek to connect with the audiences watching these shows. Mitti is about a progressive young man returning to his roots to bring meaningful change to his village. Brands targeting 18–40-year-old males will find great synergy with this narrative. We have already received interest from multiple industries for partnerships on these shows.

    With the success of shoppable ads, are you developing synchronous e-commerce features for reality formats?

    Aruna: We have significantly invested in personalised, native ad experiences at scale so that brands can find success on Amazon MX Player. Our shoppable ad formats allow customers to browse products within the ad and add them to their cart or wishlist while watching. We have also introduced immersive ads, where brands can highlight key messages in a 3D format to drive higher recall. We’re now working on AI-led features that will help brands create engaging ad creatives and videos without incurring significant costs and effort.

    Amazon MX Player is India’s largest ad-supported platform. How do you maintain the 70:30 content-to-ad ratio while introducing high-impact formats? What guardrails prevent shows like Ek Badnaam Aashram S3 from experiencing narrative disruption?

    Aruna: At Amazon, we always work backwards from the customer’s perspective. For ad load, we use machine learning to customise both the ads audience and the number of ads displayed, ensuring that viewers’ experiences remain uninterrupted.

    With seven returning series and experimental formats like Rise and Fall, how do you balance audience expectations from established IPs with the risks of untested concepts? What metrics determine renewal decisions?

    Amogh: Good observation! The slate has a strong mix of returning franchises, thanks to the immense consumer love for shows like Ashram, Jamnapaar, Who’s Your Guy?, Mac, and Half Sea. These series also performed well from a business perspective, securing their renewal.

    As a content platform, we aim to push storytelling boundaries. Bold steps like Made in India, Story of Titan, and Bhay showcase our commitment to exploring fresh narratives. Expect more such big moves in the future.

    Your lineup spans Bhay (paranormal), Mitti (agricultural drama), and First Copy (90s piracy). How does this reflect MX Player’s analysis of emerging viewer trends in India’s crowded OTT space?

    Amogh: We always work backwards from consumer preferences. Viewers don’t stick to one genre; they switch between lighthearted content and intense thrillers. Our slate reflects this diversity—from paranormal investigations to agripreneurial struggles and a gripping piracy tale featuring Munawar. These varied worlds help audiences engage on multiple levels.

    Hunter S2 looks like your action tentpole, featuring Suniel Shetty and an international shoot. How does it compare to another big bet—Made in India: Titan Story? What viewership milestones are you targeting?

    Amogh: Each year, we select three or four titles that define our programming strategy—perception-defining shows that also bring massive viewership. For 2025, Hunter, Ashram, Rise and Fall, and Titan are our major bets. These series will generate conversation and drive engagement among a broad audience.

    Titles like Bindiya (Bihar gangster drama) and Petty Cash (Purulia setting) reinforce your regional storytelling push. Are you developing language-specific originals beyond Hindi? How much of 2025’s budget is allocated to regional content?

    Amogh: 2025 is all about strengthening our Hindi-speaking audience base. While Bindiya and Petty Cash are set in Bihar and Purulia, respectively, they remain Hindi-language shows. We ensure authenticity through character portrayal and dialect nuances. That said, we continuously evaluate opportunities for regional expansion and new formats. For instance, MX Fatafat, launching in April, will introduce scripted series in vertical format—two minute bite-sized episodes designed for thumb-scrolling engagement.

    With 14 fiction titles and one reality show announced, what’s MX Player’s projected watch-time per user for 2025? How do lighthearted shows like Gutar Gu S3 differ from high-octane dramas like Ek Badnaam Aashram S3 in engagement metrics?

    Amogh: MX Player is a massive platform with 1.4 billion lifetime downloads and 250 million monthly active users, averaging 40 minutes per session. Our audience is loyal and highly engaged. Our slate is designed to cater to both wide-appeal themes—resonating across demographics—and sharply targeted young adult genres, like Gutar Gu, Campus Beats, and Heartbeats. Each show serves a distinct engagement KPI, ensuring we cater to diverse audience preferences.

    You’ve partnered with Prakash Jha Productions (Ek Badnaam Aashram) and Banijay Asia (Rise and Fall). What makes MX Player attractive to creators? Are you considering in-house production?

    Amogh: We have long-standing relationships with content creators like TVF and Dice Media and continue to expand our partnerships. Our decision-making is consumer and creative-first—we pick stories that will resonate and then collaborate with the right creators. For instance, Banijay is on board for Rise and Fall, while Prakash Jha Productions joins us for Aashram. As the industry evolves, so do our partnerships, always ensuring that storytelling remains the core focus.

    According to a 2024 Ormax report, India’s OTT audience hit 481 million, with ad-supported platforms like MX Player dominating tier 2/3 cities with their sole focus on hyper-local storytelling and ad innovation keeping them at forefront. While Disney+ Hotstar and SonyLIV battle for cricket rights, MX Player’s 250 million monthly users are too busy debating whether Hunter S2 (starring Suniel Shetty) out-actioned Made in India: Titan Story. With 1.4 billion lifetime downloads, they’re the quiet giant of India’s OTT race—no subscription required.

    Fun Fact is their 70:30 content-to-ad ratio is maintained with the precision of a Mumbai local train timetable. Miss an ad? Don’t worry—their AI will gently nudge you again in 10 minutes.

    In a market where viewers flip genres faster than pani puri stalls, Amazon MX Player’s blend of chaos and strategy might just be the secret sauce—or as they’d say, masala. 

  • Amazon MX Player unveils over 100 new shows at StreamNext event

    Amazon MX Player unveils over 100 new shows at StreamNext event

    MUMBAI: It was meant to amaze and Amazon MX Player’s first edition of StreamNext event did so – more than expected. It showcased  the advertising video on demand platform’s ambitious plans for 2025, featuring over 100 new show announcements and interactive ad innovations. Attendees included global marketing leaders such as Martin Sorrell and Benedict Evans, alongside entertainment figures like Bobby Deol, Suniel Shetty, Jackie Shroff, and Malaika Arora.

    Amazon MX Player head Karan Bedi highlighted the platform’s extensive reach with 1.4 billion app downloads and over 250 million unique monthly users across mobile and connected TVs. “Amazon MX Player is driving the shift from linear TV to digital streaming, offering unmatched free content across genres,” said Bedi. “The key thing about this growth is that it is not just restricted to a single demographic but is happening across the board — across ages, genders, and income groups. The main driver of this shift is that audiences are moving from TV to digital as India’s premier mass consumption medium. But more than just reach, streaming also provides a higher quality of engagement. In many countries, especially India, a higher proportion of users engage with ads while streaming when compared to TV.

    “Going beyond engagement, to actual ROI in terms of recall or consideration, streaming wins over every other medium. While it scores well on immediate impact, the difference is even more pronounced from a long-term impact perspective, where the gap widens. This is because video streaming is an active consumption medium, and TV is passive,” added Bedi. 

    Amazon MX Player content head Amogh Dusad unveiled 40 new Hindi originals and returning favourites like Aashram, Hunter, Hip Hop India, and Playground. New series include Bhay – The Gaurav Tiwari Story, starring Karan Tacker and Kalki Koechlin; The Titan Story, chronicling the rise of the Indian brand Titan; and First Copy, a crime drama set in 1990s Mumbai.

    MX Player ads

    Reality show Rise and Fall, featuring Ashneer Grover and produced by Banijay Asia, follows contestants divided into “Rulers” and “Workers” competing in an iconic skyscraper setting. The platform also announced Petty Cash, a thriller about a botched bank robbery in Purulia, starring Tanya Maniktala and Sahil Mehta.

    Bedi emphasised the platform’s role in transforming advertising by leveraging Amazon’s data insights. New ad formats, including in-stream shoppable ads, were introduced, boasting viewer interaction rates six to seven times higher than industry standards.

    “Our audiences are highly engaged viewers and we have a strong understanding of their shopping patterns, an advantage that only Amazon MX Player can provide. Even brands that don’t sell products or services on Amazon can connect to customers through this premium world of content and by leveraging our first-party shopping signals, to enhance their campaign effectiveness”, said Amazon MX Player director Aruna Daryanani.

    Amazon Ads India head Girish Prabhu described Amazon MX Player  as a “full-funnel advertising solution” allowing brands to directly measure campaign outcomes and reach highly engaged audiences.

    It was followed by an evening get together of the entertainment industry at a scale not witnessed for a long time now, probably since the Covid lockdowns. Most industry veterans appreciated the no-expenses-spared approach by the Amazon team with Saleem-Suleiman performing some of their favourite hits, and getting both the advertising and marketing professionals and  entertainment  executives and stars on the dance floor swaying to their beats.

    A host of stars including producers like Sameer Nair, Deepak Dhar, Lalit sharma, JD, Sudhir Sharma, Lalit Sharma, Sameer Gogate, All3Media’s Sabrina Douquet, Rishi Negi, Neil Bhatt, Mishaal Wanvari, Khalid Khan, Prerna Wanvari, Jennifer Winget, Rajiv and Raghu Laxman, Saurabh Tiwari, Namit Sharma, Ratna Sinha, Manish Singhal, Atul Agrawal Rithwilk Dhanjani, Tejkiran Bajaj, Zakir Khan, Arjun Bajalani, Simple Kaul, Juhi,  Manav Gohil, Varun Badola, Rajeshwari Sachdeva, Natalie de Lucio, amazon’s Nikhil Madhok – spent the evening catching up with each other. 

  • Amazon MX Player releases the trailer for its upcoming series Fisaddi

    Amazon MX Player releases the trailer for its upcoming series Fisaddi

    Mumbai: Amazon MX Player is set to put sibling bonds to the test with its upcoming series Fisaddi as they released the trailer of the heartfelt drama. Delving into the intricate relationship between two brothers, the story will take audiences as they navigate the harsh realities of growing up. Set against the vibrant backdrop of college life in Allahabad, Fisaddi follows the journey of Goldie, a college legend with a larger-than-life persona, and his brother Vimal, who embodies everything Goldie wishes to be. Capturing the highs and lows of brotherhood, the series boasts a talented cast featuring Bhuvan Arora, Poojan Chabbra, Priyal Mahajan, Rajesh Jais, Gopal Datt, Shabnam Vadhera, Shailja Chaturvedi, and Mukund Pal in pivotal roles.

    The trailer hints at the close bond between the brothers, while also revealing the silent tension that surfaces as their roles begin to shift. Goldie struggles to hold his position as the elder brother, fighting with the uncomfortable reality that Vimal excels where he’s fallen short. What happens when the once-admired elder brother, known for his wisdom and confidence, starts to feel like an outsider in his own story? The series takes an unflinching look at how brothers can be both rivals and protectors and how growing up sometimes means letting go of the image you’ve carefully crafted for yourself. As Vimal’s success mounts and Goldie’s grip on his own life begins to slip, their relationship reaches a boiling point, testing their bond in unexpected ways.

    Amazon MX Player content head Amogh Dusad shared, “Fisaddi beautifully captures the essence of brotherhood in a way that is both relatable and entertaining. The series explores the nuances of rivalry, love, and personal growth, all while capturing the spirit of youth. The story focusses on brotherhood, which is a largely untapped emotion and we’re certain audiences will relate to it.”

    Bhuvan Arora, who essays the role of Goldie in the series, expressed, Portraying Goldie has been an incredible journey for me as an actor. The character’s flaws and insecurities make him deeply relatable, and I believe viewers will find pieces of themselves in both Goldie and Vimal. Their relationship captures the essence of sibling love, rivalry, the pressure they face, and the pressure to maintain individuality. The bromance highlighted in the story is a key element and it is a largely untapped emotion. I hope audiences find their journey inspiring and realize that, in the end, it’s the bond we share that defines who we are.”

  • Amazon miniTV unveils Yeh Meri Family season four trailer

    Amazon miniTV unveils Yeh Meri Family season four trailer

    Mumbai: Amazon miniTV has unveiled the official trailer for the much awaited fourth season of Yeh Meri Family, powered by Mamaearth. Premiering on 16 August, the brand-new season will transport us back to the nostalgic 90s, a time of innocent joys, heartfelt connections, and unbreakable family bonds. Set in the monsoon of 1995, season four continues to explore the everyday adventures of the Awasthi family, while capturing the playful and heartfelt relationship between siblings Rishi and Ritika. Produced by TVF, the new season marks the return of the fan-favourite cast, including Hetal Gada, Anngad Raaj, Rajesh Kumar, and Juhi Parmar in their beloved roles.

    The trailer provides a preview of the new season, highlighting family togetherness alongside various challenges, including Rishi’s antics and Ritika’s teenage struggles. It features nostalgic scenes such as dancing in the rain and making paper boats, reflecting the simple pleasures of childhood. Season four emphasizes the bond between Rishi and Ritika through their playful pranks and strong connection, showing how their relationship endures through various situations. The new season, with its focus on family moments, pays tribute to the 90s and reconnects viewers with childhood memories.

    Expressing her delight of returning in the fourth season, Juhi Parmar shared, “Neerja has been loved so much and I feel so grateful that I have had a character that takes us down nostalgia lanes as my debut to OTT.  People have loved the simplicity of Neerja and as strict as she is on the outside, there’s a softness to her which every mother and woman in our country can relate to.  I’m glad that with Yeh Meri Family we are being able to reconnect with our audience on the simple joys of life that used to exist once upon a time and I’m looking forward to all of us entertaining our audience again with another season full of lots of ups and downs, laughter, emotions and so much more.”

    Amazon miniTV head of content Amogh Dusad shared, “Yeh Meri Family has gone on to become an integral part of our content offering and we’re proud to present the fourth season on Amazon miniTV. The authentic portrayal of the 90s family life is endearing and relatable for audiences across India. This season promises to be a delightful continuation of the beloved series, and we can’t wait for our audience to experience the magic of the 90s, once again with the Awasthis.”

    “Yeh Meri Family continues to capture the heart of what it means to be part of a family, with its authentic portrayal of love, laughter, and life’s simple moments. Season 4, set in the nostalgic monsoon of the 90s, delves deeper into these timeless connections and celebrations, bringing back cherished memories for our viewers. We are excited to partner with Amazon miniTV to share these touching stories and offer a heartfelt tribute to the era that shaped so many of our lives,” added TVF president Vijay Koshy.

  • Amazon miniTV unveils Amber Girls School season two trailer

    Amazon miniTV unveils Amber Girls School season two trailer

    Mumbai: Get ready to revisit the halls of Amber Girls School as Amazon miniTV announces the second season of this coming-of-age teen drama. Following the roaring success of its debut season, the streaming service today unveiled a gripping trailer for the upcoming season, offering a glimpse into the life of Ojas and her evolving journey in Amber Girls School. Produced by Reliance Entertainment Studios and directed by Rajlaxmi Ratan Seth, Amber Girls School season two marks the return of the beloved cast, including Celesti Bairagey, Kajol Chugh, Adrija Sinha, Ishika Gagneja, Harsh Khurana, and Shruti Panwar.

    The trailer gives us a peek into Ojas’s world where she is trying to juggle several things – she wants to be the Head Girl, have a boyfriend, repair her rocky friendships, and rebel against the school authorities. She realizes that she wants to become more confident and stand on her own feet instead of being a ‘yes-girl’. What truly matters to her is maintaining healthy relationships with friends and family, staying optimistic, and above all being true to herself.

    Sharing his thoughts on the new season, Amazon miniTV head of content Amogh Dusad stated, “We are excited to bring back Amber Girls School for another season on Amazon miniTV. The second season will showcase the changing dynamics of the school and insights into Ojas’ journey. With universal themes of friendship, resilience, and self-discovery at its core, this season promises to strongly resonate with viewers.”

    Celesti Bairagey, who essays the role of Ojaswi, expressed her enthusiasm for the new season, sharing, “I’m thrilled to take Ojas’ journey forward in Amber Girls School Season 2. This season around, my character faces new challenges in a quest to discover her true self. It also dives deeper into themes of empowerment and identity, as she navigates the complexities of adolescence with courage and determination. It’s a privilege to portray a character who inspires others to embrace their individuality and stands up for what she believes in.”

    Prepare for an unforgettable journey as Ojas and her friends navigate the complexities of adolescence in the new season of Amber Girls School. The upcoming season will stream exclusively on Amazon miniTV from 26 July, for free.

  • Amazon miniTV expands its robust content library with exciting international shows

    Amazon miniTV expands its robust content library with exciting international shows

    Mumbai: Amazon miniTV has come up with its eclectic roster of international shows, offering unforgettable entertainment for July to captivate audiences. From soapy dramas to heart-pounding romances and laugh-out-loud comedy, each show will transport viewers to different corners of the world, bringing diverse cultures, emotions, settings, and adventures right to their screens. Available in original, and dubbed in Hindi, Tamil, and Telugu, under “miniTV Imported,” the exciting slate for this month features globally celebrated titles, including Gen Z, Almost Famous, My Deskmate, Girlfriend, and Still 17.

    Delve into the secrets of traditional Chinese medicine, and explore the complexities of life, family, and health with Gen Z, or sign up for a backstage pass into the high-stakes world of the music industry with Almost Famous, showcasing the unrelenting passion and grit of aspiring artists amidst a budding love story. My Deskmate offers a delightful journey back to the innocence and camaraderie of school days, highlighting the romance between an idol and his fan girl. Girlfriend explores the quirky love life of a woman hired to pretend she has a crush on a CEO, only for it to become her reality. Lastly, Still 17 presents a tale of the rediscovery and resilience of a woman who awakens from a coma finding herself emotionally stuck in her teenage years and navigating adulthood with a newfound perspective.

    Amazon miniTV head of content Amogh Dusad shared, “We are thrilled to unveil the July slate of international shows on Amazon miniTV, which underscores our commitment to meeting the growing demand for global content in local languages for free. Shows of Korean, Mandarin, and Turkish origins have struck a chord with Indian audiences for their unique storytelling and cultural richness. By presenting these international shows in Original, Hindi, Tamil, and Telugu, we aim to provide an immersive and inclusive viewing experience that transcends cultural boundaries and connects with viewers on a personal level.”    

    The international shows will stream in Original, Hindi, Telugu, and Tamil, exclusively on ‘Amazon miniTV Imported’ for free.

  • Amazon miniTV commences the shoot for the second season of its sports drama Sixer

    Amazon miniTV commences the shoot for the second season of its sports drama Sixer

    Mumbai: Amazon miniTV has officially kicked off the shooting for the highly anticipated second season of its popular sports drama series, Sixer. Created by TVF, the series garnered widespread acclaim for its gripping narrative and stellar performances in the debut season. It followed a ragtag group of cricketers and cricket enthusiasts who, despite facing personal challenges, unite to support one another and strive for victory in the local tennis ball cricket tournament. Returning to reprise their roles are Shivankit Singh Parihar, Gaurav Singh, Karishma Singh, Brij Bhushan Shukla, Badri Chavan, and Anandeshwar Dwivedi, among others.

    The streaming service recently shared an exciting post, sparking anticipation among fans eagerly awaiting the second installment to the captivating storyline they have grown to love. The new season will delve deeper into the life of Nikku, as he navigates through personal growth, newfound responsibilities, and complex relationships, all while fostering a newfound friendship with his former rival, Shanu.

    Sharing his thoughts, Amazon miniTV head of content Amogh Dusad said, “We are excited as the second season of Sixer begins its shoot, following the overwhelming love and support season one received. As we gear up for the second innings of his story, the new season will once again capture the magic of cricket and Indore and bring it to the screen with unmatched drama and thrill.”

    Shivankit Singh Parihar, who not only essays the role of Nikku in the series but is also the writer of the show ‘Sixer’, shared, “At TVF, we strive to bring raw and relatable stories to life. The overwhelming love from our viewers for the first season of ‘Sixer’ has inspired us to delve deeper in Season 2. This season explores Nikku’s personal evolution, his deepening friendship with Shanu, and the emotional intricacies within their group. Our collaboration with Amazon MiniTV allows us to present this compelling story to an even wider audience.”

    As cameras roll and the magic unfolds behind the scenes, stay tuned for more updates on Sixer S2 on Amazon miniTV.