ITV

Tag: originals

  • 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.

  • “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    Mumbai: With the ever-evolving consumer preferences, content too is rapidly transforming, especially in the AVOD platforms. ZEE5, one of the major OTT players in India, is at the forefront of this revolution, curating engaging and diverse content to meet the demands of today’s digital audience.

    From captivating originals to socially relevant initiatives like #NoNaariNoShakti and #ZEE5GameChangers, ZEE5 is not just reshaping entertainment but also fostering societal dialogue and meaningful engagements.

    Catching up with ZEE5’s head – AVOD marketing Abhirup Datta, who is

    driving the overall AVOD growth and development agenda by increasing users, videos viewed, time spent and in building brand affinity with best-in-class customer experience, Indiantelevision.com delved into ZEE5’s content curation, their #NoNaariNoShakti and #ZEE5GameChangers initiatives driving societal changes, unique challenges in the AVOD space and more…

    Edited Excerpts:

    On ZEE5 curating and ensuring its AVOD content in Hindi and regional languages remains engaging and relevant amid evolving viewer preferences

    At ZEE5, our approach to curating AVOD content is deeply rooted in understanding and adapting to evolving viewer preferences. Adopting a consumer-centric approach, we carefully curate a content pipeline featuring exclusive titles, nostalgic classics, direct-to-digital releases, e-sports, devotional content, kids’ content, and catch-up TV, enabling access to high-quality content at any time on our platform. In 2023 alone, we launched a plethora of movies, web shows, and exclusive films like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, and Priyamani’s ‘Sarvam Shakti Mayam’. This year as well, we continue to offer quality and impactful stories like our recent AVOD original ‘Kaam Chalu Hain’.  

    Our content library comprises of more than 2000 plus free movies across languages catering to diverse regions pan-India. Through the rich legacy of ZEEL (Zee Entertainment Enterprise Ltd), ZEE5 is also home to over 1400 GEC shows spanning 10 plus languages including Hindi, Marathi, Bengali, Malayalam, Telugu, Tamil, etc. On AVOD we also stream popular international titles and K-drama series dubbed in local languages. Localisation of content via dubbing and subtitling, along with the rise of affordable high-speed internet and increased smartphone accessibility, has contributed significantly to the growth of the AVOD segment.

    Lastly, we also craft innovative brand campaigns to facilitate access to premium content. For example, campaigns such as “ZEE5 Manoranjan Festival,” “Any Time Manoranjan”, “Azadi Ka Jashn, ZEE5 Ke Sang”, and “ZEE5 Kids Festival”, amongst others enable our audiences to explore and engage with diverse content. We also successfully forayed into esports with IESF Big Bang Asia Open 2023 and sports streaming with ILT20.

    On ZEE5’s innovation with campaigns like #NoNaariNoShakti and #ZEE5GameChangers to foster meaningful engagements and contribute to societal dialogue

    At ZEE5, we believe in the power of storytelling to create meaningful, relatable conversations and drive positive change. With #ZEE5GameChangers, our goal is to connect, collaborate, and communicate with our viewers through socially relevant stories. In line with the initiative, ZEE5 offers titles like ‘Sirf Ek Banda Kaafi Hain’, ‘Duranga’, ‘Abar Proloy’, ‘Lakadbaggha’, ‘Lost’ ‘Ayali’, ‘Mrs Undercover’, and ‘Chhatriwali’, amongst others. On the other hand, #NoNaariNoStory championed women-led narratives against the backdrop of International Women’s Day. The campaign was unveiled with a “Social Media Glitch” executed across our social media platforms. It showcased key visuals of popular ZEE TV shows airing on ZEE5 featuring male leads alone. Through this, it creatively portrayed the intrinsic role female characters/leads play in our stories. Leveraging activations, influencer collaborations, and user-generated content contests, the campaign trended on social media, garnering significant engagement and reach. With initiatives like #NoNaariNoStory and #ZEE5GameChangers, we deepen our commitment to delivering diverse and engaging content experiences while solidifying our position as a leading AVOD streaming platform.

    On the unique challenges that ZEE5 faces in the AVOD space, and how does it address them

    Navigating the dynamic OTT landscape presents ZEE5 with unique opportunities for growth and innovation. Maintaining campaign freshness, engagement, and ongoing user interest is crucial for us, as meeting the rising demand requires constant innovation to satisfy our ever-evolving digital audience’s expectations. For this, we collaborate with the relevant creators to offer more engaging storytelling to our audiences. We realise that audiences are value-conscious and have tailored our AVOD model to perfectly meet the diverse needs of our viewers. Through our brand campaigns, consumers can experience a variety of content and make well-informed decisions. We also aim to engage our viewers through short format festive content in terms of ‘Festive Look’, ‘Shop like a star’, ‘High 5 with ZEE5’ amongst others.

    We also focus on creating unique and engaging properties, through exclusive content, and exploring new genres and formats. Moreover, our platform features properties like ZEE5 World Hits and ZEE5 Spark, offering premium international titles dubbed in local languages. Additionally, our expansion into e-sports streaming with ILT20, devotional content, and diverse brand campaigns has kept our audience engaged and growing.

    On examples of ZEE5’s collaboration with influencers or celebrities to amplify its AVOD content

    We have been successfully using meme marketing to build online buzz for some of our launches. These memes, often featuring favourite actors in funny or relatable contexts, organically drive traffic due to their shareable nature. This further increases the visibility and engagement around our AVOD content leading to higher viewership. This approach not only boosts visibility but also fosters engagement around our AVOD content.

    We curated an influencer campaign for the launch of our latest AVOD original ‘Kaam Chalu Hain’. For this, Rajpal Yadav, who plays the protagonist role in the film, created content with influencers like Atharva Sudhame, RJ Mahavash, Danny Pandit, amongst others to drive awareness about the plot of the film. Within the span of a few days the campaign received positive reception and views. In the past, we have also launched ‘Yaadein’ with Anu Kapoor, featuring some of our iconic shows of the 90s and 2000s.

    Additionally, we have been leveraging our TV stars to build a deeper and direct connection with our viewers. For example, the promos of our most recent AVOD brand campaign “Serial Killer” saw prominent collaborations with top leads like Sana Sayyad and Paras Kalnawat of the Hindi serial ‘Kundali Bhagya’; Shivani Rangole and Hrishikesh Shelar of the Marathi serial ‘Tula Shikvin Changlach Dhadha’; Ankita Mallick and Soumyadeep Mukherjee, leads of the Bangla serial ‘Jagadhatri’. Through this campaign, we empower women to watch their desired content at their convenience highlighting the flexibility of our platform. On similar lines, we also released the ‘Entertainment Not Out’ campaign, back in 2023, with promos starring top leads from various regions, talking to the women viewers, reiterating to not miss their favourite content by watching it on ZEE5.

    On ZEE5’s plan to leverage partnerships to expand its brand reach and impact

    We at ZEE5 strategically partner with well-regarded ecosystem players to expand the reach of our content and further widen our audience base. For example, ZEE5 collaborated with prestigious platforms like the Dadasaheb Phalke International Film Festival (DPIFF) and Iconic Awards to not only recognise the industry’s achievements but also to bring the magic of cinema and art closer to its audiences. Additionally, at ZEE5, we believe in creating immersive experiences, and celebrations which are an integral part of our cultural fabric. Taking that forward, we partnered with the iconic Ganesh Galli’s Mumbaicha Raja pandal under our festive campaign ‘Manoranjana Cha Raja’ and about 35 pandals during Durga Pujo, offering darshan and aarti via live streaming straight from the pandal directly to the screens for millions of viewers across India. In line with ZEE5’s digital-first philosophy, we also collaborated with Kyoorius for Designyatra 2023. Here, we hosted multiple workshops and created an AR/VR tech space zone at the event to further expand our brand credibility and impact.

    On the key initiatives and plans that ZEE5 has in its AVOD roadmap for FY 2024

    In 2024, we are further strengthening our AVOD catalogue with beyond TV content, bringing sports tournaments, exclusive titles, originals, and devotional content, amongst others to reach the audience at large. We started the year with yet another impactful title ‘Kaam Chalu Hain’ which has been receiving positive reception from our viewers.

    As we mentioned earlier, we also launched the “Serial Killer” campaign recently. The campaign humorously addresses the common scenario of husbands interrupting TV serial watching, especially during the cricket season. Through this we aim to highlight the flexibility of watching a wide range of content on ZEE5 for free, anytime and without interruptions from the “serial killer” at home.

    Along with this, we will continue to host targeted brand campaigns like ‘Entertainment Not Out’, ‘ZEE5 Manoranjan Festival’, ‘Any Time Manoranjan’ to broaden access to our diverse content library, leveraging high engaging periods like monsoon and the festive season. We shall stay committed to creating unique and engaging properties through continuous innovation and strategic collaborations with creators and partners.

  • In10 Media’s kids channel Gubbare forays into original content

    In10 Media’s kids channel Gubbare forays into original content

    Mumbai: The In10 Media Network’s kids channel, Gubbare, is all set to intensify the competition in the genre with original content.

    After much anticipation and understanding of the viewer’s television consumption behaviour, Gubbare is gearing up to bring its first-ever magical martial arts superhero – ‘Akki Jaanbaaz’ to life during the festive period. The idea is to create a role model for kids that will be closer to their hearts and have a unique storyline, it said on Monday.

    The show will have classic martial art moves and playful characters that will resonate with every kid across the country. The series revolves around a nine-year-old boy Akki who juggles his normal life along with his superhero persona, thanks to a magical belt while finding a balance between the two. Toonz Animation was roped in as the production house of the show.

    “Since its launch in 2020, Gubbare has kept kids at the core – be it the characters or stories. The launch of the IPs is a significant milestone for us as we move towards garnering a larger share of the viewership pie,” Gubbare AVP – Content & Strategy Brian D’costa. “With local, relevant, and entertaining narratives, we will further strengthen our original programming in multiple languages as we want to connect with kids across regions. Kids today want differentiated content and our new line-up will fulfill that need-gap in the genre.”

    To engage with the audience, the channel also plans to launch a high-intensity marketing plan. From Instagram filters, AR/VR characterisation to a dance challenge, kids will have a chance to win interesting merchandise, it said on Monday.

    In the pipeline are two more original titles, ‘Roro aur Hero – Bhoot mast! Zabardast’ and ‘Akul aur Nakul – The Asuras’. Both the shows, catering to different genres, explore the themes of friendship, family, and good vs evil but marry them with comedy with the help of the lovable characters. “Staying true to the channel’s tagline – Masti Ke Phuwarre – the new IPs will celebrate magic, action, and high-quality animation and extend Gubbare’s library to build affinity with its loyal audience. The efforts are also being made to keep the content relevant globally,” the channel said in a statement.

    The new show ‘Akki Jaanbaaz’ will air at 12:30 pm and 2:30 pm on 27 December in Hindi, English, Tamil, and Telugu. It will also be available on the network’s OTT platform EPIC ON.

  • Netflix inks major streaming deal with Steven Spielberg’s studio

    New Delhi: Streaming giant Netflix Inc has clinched a major deal with Academy Award-winning filmmaker Steven Spielberg for his Amblin Partners production company to supply multiple movies a year.

    The new development has come as a shot in the arm for Netflix, at a time when the streaming war is heating up, with a host of competitors including Disney plus and Amazon Prime stepping up the game.

    Known for his classics such as E.T. the Extra-Terrestrial, Jurassic Park, and Schindler’s List, Spielberg will continue to direct and produce movies for Comcast Corp’s Universal Pictures under a different agreement, reported Reuters.

    “At Amblin, storytelling will forever be at the center of everything we do, and from the minute Ted (Netflix co-CEO Ted Sarandos) and I started discussing a partnership, it was abundantly clear that we had an amazing opportunity to tell new stories together and reach audiences in new ways,” Spielberg said in a statement. Amblin produces several movies apart from the ones that Spielberg directs himself. 

    Netflix operates the world’s largest streaming service with nearly 209 million subscribers worldwide. “By deepening our ties with Netflix via this new film partnership, we are building on what has for many years been an incredibly successful working relationship in both television and film,” Amblin Partners CEO Jeff Small stated.

    Under the deal, Amblin is expected to produce at least two films a year for Netflix for an unspecified number of years. It is possible that Spielberg may even direct some of the projects. Netflix is expected to provide financing for some of these productions, reported Variety.

    Recent Amblin projects included 2018 Oscar best picture winner Green Book and 2019 World War One drama – 1917 which won three Oscars and two Golden Globes. Both movies were distributed by Universal. 

  • EPIC launches digital originals on YouTube

    EPIC launches digital originals on YouTube

    New Delhi: Expanding its digital footprint, EPIC – the infotainment channel from the house of IN10 Media Network has launched EPIC Digital Originals with a 12-episode historical series on food titled – Power Foods and Veshbhusha.

    While the digital space continues to witness numerous offerings from various broadcasters and creators in multiple genres, EPIC Digital Originals will specifically cater to the 18-40 age group and aims to break the clutter with exclusive Indian-specific content in the non-fictional space.

    The channel is now set to launch the digital slate on Travel & History namely Epic Explorers and Epicpedia, respectively. The two shows will explore voyages that have documented the evolution of India and dig deep into unknown facts about the country.

    Commenting on EPIC Digital Originals, EPIC, AVP-content, and strategy, Nisha Thakkar at IN10 Media Network said, “The launch of EPIC Digital Originals is a step towards our commitment, of showcasing premium factual content, as we look to expand our reach among the digital-savvy audience. Our vision is to create best-in-class original content that is made for the digital platform and is culturally relevant.”

    The EPIC Digital Originals plans to deepen the channel’s engagement with its audience via YouTube and Facebook and further solidify its standing in the infotainment genre in the country, said the company on Monday.

  • Amazon Prime Video to add TV channels in India

    Amazon Prime Video to add TV channels in India

    MUMBAI: Taking an edge over its rival Netflix, Amazon Prime Video is looking at making a bold move. The OTT player wants to be a content housing platform that is soon likely to include even TV channels of India.

    The section is called Amazon Prime Channels and is already live in other countries such as the US, UK and Japan. According to a report by The Hindu Business Line, Amazon Prime Video head of international originals James Farrel said that Amazon Prime Channels is soon heading to India.

     Subscribers here can use their Prime accounts to watch channels like HBO, CBS, Starz, etc., without paying the cable bill. However, users will have to pay for every channel they choose and this will be in addition to the annual prime membership of Rs 999.

    Amazon will still have a tough fight with other streaming platforms in the country that offer channels to watch. Leading OTT player Hotstar provides access to content from all 33 channels of its parent company Star India. Reliance Jio’s TV app also has over 500 channels to choose from.

    Recently, Amazon announced a number of upcoming Originals that are going under production across the world. Some of them include Indian names such as Bandish Bandits, The Last Hour, an untitled drama thriller, an untitled drama, an untitled reality series and Comicstaan (Tamil). Amazon Prime Video India content director and head Vijay Subramaniam, in a recent interview, said that three new languages are to be added in the first six months of this year. The dropping of data rates across telecom operators has been a boon for OTT players and enabled them to go into regional content targeting rural and interior India.

  • Voot unveils five new short films

    Voot unveils five new short films

    MUMBAI: Deviant desires, wicked love, and tangled truths, VOOT Originals ‘SHORTCUTS’ Produced by Tipping Point, a Viacom18 Studios Production, has unveiled the next set of five short films. The originals started streaming from 8 February with the first set of five clutter breaking shorts.

    After a successful run of its first showcase of films such as Derma, Googly, Joy Ride, Bauma and Chacha and Cheetah’s trip on the platform, Voot is now streaming the second set of films Teaspoon, A(U)nusual day, Maya, Grey and Glitch.

    The show Teaspoon is all about a couple that lives with a paralytic father-in-law who has a habit of calling Kavita by tapping a teaspoon against the bedpost. Frustration is triggered as he never does this when her husband is at home. A series of incidents become ingredients for a Molotov cocktail ultimately leading to a disturbing end.

    AUN A(U)nusual day showcases a photographer’s trials with a tribal man who lacks the wisdom of human interaction. The show Maya explores various facets of her life and relationship but takes a twist when the mother goes missing. The story ends by uniting past lovers through a tragic trail of events. Yet another show, Grey, is Inspired by true events, this unique story will portray characters of an autistic man and an inane cop and their quirky take on murder and investigation with amazing sound effects. The show Glitch entails a 12-year-old enters his bathroom to take a shower only to discover the tap which takes him back in time. His curiosity encourages him to travel back in time several times and solve a quarrel between his parents over a lost ring.

  • Apple signs multi-year deal with Oprah Winfrey

    Apple signs multi-year deal with Oprah Winfrey

    MUMBAI: Remember the Oprah Winfrey show? The unstoppable business woman  behind the show has now signed a multi-year content partnership with technology company Apple. Winfrey will work with the iPhone maker to produce TV shows for its forthcoming streaming service.

    Winfrey is a renowned media proprietor, talk show host, actress, producer, and philanthropist.

    Together, Winfrey and Apple will create original programs that embrace her incomparable ability to connect with audiences around the world. The deal includes making of a film, tv, applications, books and other content that could easily be distributed on Apple’s platform.

    Winfrey’s projects will be released as part of a lineup of original content from Apple.

    Winfrey’s Harpo Films will own any and all content produced under the Apple partnership, in line with Winfrey’s longtime business model. However, she will continue in her role as chairman and CEO of Discovery Communications-backed cable network OWN.

    Apple has stepped up against other OTT giants Netflix and Amazon Prime who have signed multiple celebrities and personalities in the last year. Apart form Winfrey, Apple recently also signed Jennifer Aniston, Reese Witherspoon and Steven Spielberg to reboot its original content plans.

    Earlier last week, Nicole Kidman joined hands with Amazon for a first-look film and TV deal.

    While Apple’s $1 billion push in original programming is big money, Netflix spent $6.3 billion while Amazon splurged $4.5 billion in 2017.