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Tag: Shilangi Mukherji

  • Nearly 25 per cent of Prime Video’s Indian content viewership comes from abroad

    Nearly 25 per cent of Prime Video’s Indian content viewership comes from abroad

    MUMBAI: Indian stories are winning hearts worldwide. At Ficci Frames 2025, Prime Video India’s senior leadership showcased how Indian content is not only thriving domestically but also making waves internationally.

    Under the session titled “Made in India: I-Dramas — Are Our Stories Ready to Travel Across Borders?” SVOD director & head Shilangi Mukherji and Originals director & head Nikhil Madhok, shared insights with journalist Ajita Shashidhar about what makes Indian narratives resonate globally.

    The stats speak for themselves: Indian content has consistently trended in the top 10 on Prime Video worldwide in 2024, with nearly 25 per cent of viewership coming from outside India. According to Madhok, the key is authenticity. “Original, rooted stories travel beyond Indian shores. While production quality matters, it’s authenticity that connects with global audiences,” he explained.

    Mukherji highlighted Prime Video’s localisation strategy, ensuring content reaches multi-lingual audiences in India and internationally. “Through subtitles, dubbing, and culturally relevant storytelling, we surprise and delight viewers everywhere,” she said. About 60 per cent of Indian users stream content in four or more languages, reflecting the platform’s pan-Indian appeal.

    Prime Video’s originals, from The Family Man and Mirzapur to Paatal Lok and Dupahiya, have become global favourites, with most franchises renewing for multiple seasons. Madhok emphasised the platform’s commitment to nurturing new talent alongside established creators, enabling first-time filmmakers to reach worldwide audiences.

    The platform’s growth in India is backed by innovation in access and pricing, including Prime Lite, mobile-first annual plans, and tiered subscriptions. Prime Video also combines theatrical releases with streaming, ensuring filmmakers can choose the best format for their stories. Starting 2026, three to four Indian films from Amazon MGM Studios will premiere in theatres annually.

    Mukherji concluded that global resonance requires intentional localisation and collaboration across the industry. Madhok added, “All it takes is one standout story to spark wider recognition. We’re seeing green shoots in all our Originals, and the future is bright for Indian storytelling.”

  • OTTplay strikes gold with Amazon Prime tie-up

    OTTplay strikes gold with Amazon Prime tie-up

    MUMBAI—OTTplay Premium joined hands with Amazon Prime to offer Prime Lite benefits to its customers, delivering unparalleled value. Amazon Prime Lite subscriptions will be available through OTTplay in two ways – through bundled offerings with OTTplay’s partner Internet Service Providers (ISPs) such as NetPlus, KCCL, NXT, Railtel, and more, making it even easier for users across 1000+ cities and towns in India to seamlessly access Prime Video’s high-quality content, and also enjoy other Prime Lite benefits through varied subscription plans with OTTplay, as well as a top-up at ₹799 per year for OTTplay Premium subscribers who can enhance their existing subscription with Prime Lite benefits.

    With this collaboration, OTTplay will provide its customers unlimited access to Prime Video’s premium entertainment that includes an extensive library of award-winning and blockbuster Indian and international Originals, TV shows, movies, and more, on a single device of their choice, in HD quality with ads. Prime members also enjoy benefits like free unlimited Same-Day/Next-Day delivery, special access to everyday Prime offers, exclusive access to shopping events like Prime Day, and early access to Amazon Great Indian Festival.

    “At Prime Video, we remain committed to making it even more convenient for customers across India to access our diverse library of Indian and international Originals, movies, series, and more,” said Prime Video India director & head of SVOD Business Shilangi Mukherji. “This collaboration with OTTplay not only further simplifies access to Prime Video’s high-quality content selection but also delivers additional shopping and shipping benefits through Prime Lite—from unlimited free One-day/Two-day delivery across millions of products to early access to exclusive deals, and much more.”

    OTTplay Co-founder & CEO Avinash Mudaliar said, “This is a significant moment for us. Prime Video is a global leader in entertainment and bringing it to our platform reflects our commitment to delivering the most comprehensive and accessible video streaming experience in India. We are certain that our customers will appreciate the exciting combination of entertainment and other Prime benefits offered through this collaboration.”

  • Prime Video’s Prime Day streamfest goes global, from Panchayat to Priyanka

    Prime Video’s Prime Day streamfest goes global, from Panchayat to Priyanka

    MUMBAI: Prime Video clearly had its popcorn moment. For its Prime Day 2025 bonanza (July 12–14), the streamer rolled out 17 titles across Indian and global languages—and the world hit play hard.

    From the narrow lanes of Nagpur to Netflix’s home turf, Amazon’s homegrown content made noise everywhere. Viewers across 4,400+ Indian towns and cities and in 224 countries and territories lapped up titles like Panchayat season 4, the edgy reality drama The Traitors, and Priyanka Chopra-Idris Elba-John Cena action flick Heads of State.

    Panchayat’s fourth outing hit record numbers, marking the biggest launch in the franchise’s history. Audiences from 180+ countries tuned in during its launch week, with viewership spread across 95 per cent of India’s pin codes. The show even bagged a spot in the Top 10 trending list in 42 countries on day one.

    The unscripted nail-biter The Traitors held fans hostage in 88 per cent of pin codes across India. So naturally, Prime has greenlit season 2. Panchayat season 5 is already in the works and slated for a 2026 premiere.

    But it wasn’t all about desi delights. Prime Video’s international Prime Day slate—featuring Korean romances like Good Boy and Head Over Heels, and Japanese anime like City and the Animation—struck gold too. American heavy-hitters like Dexter: Resurrections, Ballard, and Deep Cover kept screens sizzling.

    “Through our spectacular content line-up, we delivered one of the most engaging experiences for our customers this Prime Day,” said Prime Video, India director & head of SVOD business, Shilangi Mukherji. “While our content resonated deeply and strongly across India, the exceptional response from global audiences to our Indian titles demonstrates the growing influence of Indian entertainment on the world stage. As we continue to take Indian stories global, we’re equally dedicated to bringing premium international content to our Indian audiences, ensuring a truly borderless entertainment experience.”

    It’s not just what you stream, it’s how. With subtitles and dubs in Indian languages, Prime Video’s “global meets local” mantra is clearly paying off. From Uppu Kappurambu to Heads of State, it was a full house at the world’s biggest virtual cinema.
     

  • Act Fibernet plugs in Amazon Prime Lite for a double shot of value

    Act Fibernet plugs in Amazon Prime Lite for a double shot of value

    MUMBAI: Act Fibernet has struck a streaming sweet spot. The wired internet major has teamed up with Amazon Prime to offer its users a fresh set of broadband plans bundled with Prime Lite — a compact yet power-packed version of Amazon’s popular subscription service.

    Designed for digital-first consumers who want speed and spectacle in equal measure, the new ACT plans include high-speed fibre connectivity along with Prime Lite benefits: HD access to Prime Video’s catalogue of originals, films, and TV shows on one device, unlimited Same-Day/Next-Day deliveries, early bird access to marquee sales like Prime Day, and exclusive shopping deals.

    Act’s subscribers, both new and existing, can access the bundle by signing up for six-month (or longer) plans. Once onboard, Prime Lite perks remain active for as long as the eligible Act subscription is live.

    Act VP, head of brands, content and partnerships, Naveen Nahar, said, “At Act Fibernet, our brand promise is simple — Feel the Advantage. It’s about going beyond the fast internet to deliver real, everyday value to our customers. With the launch of Amazon Prime Lite on our platform, we’re giving our users the best of entertainment, shopping, and convenience — all in one seamless experience. Whether its world class shows, free express deliveries, or early access to deals, this partnership ensures our customers don’t just stay connected, they stay ahead.”

    “At Prime Video, we remain committed to offering easy and convenient access to our much-loved Originals, movies, series, and more to customers across India,” said Prime Video India director & head, SVOD Business, Shilangi Mukherji said, “This strategic collaboration with Act Fibernet not only simplifies access to Prime Video’s extensive content selection but also delivers other shopping & shipping benefits of Prime Lite, like unlimited free ‘Same-day/Next-Day’ delivery across millions of products, early access to exclusive deals, and much more.”

    With this move, Act is no longer just a broadband provider — it’s a bundled convenience powerhouse. For subscribers, it’s all the streaming, scrolling, and shopping — at the speed of light.

    Below is a list of cities and their corresponding starting rates for Prime Lite with ACT Plans:

     

  • Streaming strikes gold as India’s entertainment industry hits new highs

    Streaming strikes gold as India’s entertainment industry hits new highs

    MUMBAI: If content is king, India’s entertainment industry is the kingdom where multiple rulers are emerging. At Content India 2025, industry stalwarts dissected the evolving media landscape in The State of the Indian Entertainment Nation panel discussion. From the meteoric rise of streaming to the power of regional narratives, the session brought to light the shifting dynamics of how Indians consume entertainment today.

    India’s over-the-top (OTT) landscape is on an unstoppable growth trajectory, with over 500 million digital viewers making it one of the largest streaming markets globally. The paid subscription ecosystem grew 10 per cent in 2023, bringing in Rs 9,900 crore (1.2 billion dollars) in revenue, while the advertising-based video-on-demand (AVOD) model jumped 40 per cent to Rs 6,800 crore (850 million dollars).

    Prime Video India director & head of SVOD business Shilangi Mukherji captured the moment by saying, “Streaming has democratised content. It’s no longer about big cities versus small towns. Today, the same audience that enjoys an international thriller can also binge-watch a hyperlocal drama from a remote region. The lines have blurred.”

    Streambox Media founder and CEO Anuj Gandhi agreed, noting that AI-driven hyper-personalisation is further shaping the streaming experience. “The biggest challenge for any OTT platform is making sure that users find what they want before they get frustrated. AI is now solving that problem, ensuring people spend less time searching and more time watching.”

    Despite streaming’s dominance, the theatrical experience refuses to fade into the background. While the OTT boom has led to a dip in mid-budget theatrical releases, big-ticket films continue to dominate. “Theatres aren’t dying, they’re just evolving,” said Applause Entertainment MD Sameer Nair. “The magic of a collective viewing experience is irreplaceable. Streaming has changed consumption habits, but cinema will always be a cultural event in India.”

    The merger of PVR and INOX has strengthened multiplex chains, making them more resilient against digital competition. However, the industry has become more cautious with high-budget originals. Many OTT platforms are now focusing on regional acquisitions and dubbing successful content instead of creating big-budget originals from scratch.

     If there’s one undeniable trend, it’s the explosion of regional content. Data shows that 48 per cent of all content produced in India in 2024 was in regional languages. Streaming platforms are doubling down on dubbed and subtitled content to bridge linguistic barriers and tap into non-Hindi-speaking markets. The industry is no longer bound by language, hyperlocal content is travelling far beyond its native state.  

    Hungama Digital Media CEO Siddhartha Roy noted, “We are witnessing a content explosion beyond Hindi. Regional is the new national. A Telugu film dubbed in Hindi or a Malayalam film finding audiences in Tamil Nadu, this cross-pollination of audiences is proof that language is no longer a barrier.”

    Phantom Films CEOSrishti Behl added, “The best content is not necessarily being created in Mumbai. It’s coming from smaller production hubs in Chennai, Hyderabad, and even remote pockets of India. The industry is decentralising, and that’s exciting.”

    Artificial intelligence (AI) is emerging as a game-changer for both content creation and consumption. AI-driven personalisation ensures that platforms serve users exactly what they want, while interactive content formats are gaining traction from AI-powered interactive storytelling to immersive live-streaming experiences.

    Aniruddha Roy Chowdhury, an acclaimed director, shared his perspective on AI’s role in the creative process. “AI is not here to replace filmmakers, but to assist them. Whether it’s de-aging actors, enhancing visual effects, or even predicting audience preferences, AI is making storytelling smarter.”

    The future of Indian entertainment is a melting pot of theatrical spectacles, streaming supremacy, regional dominance, and AI-driven innovations. As India’s internet penetration deepens and smartphone usage skyrockets, the next chapter in the industry’s evolution is being written in real-time.

    “We’re in the business of storytelling,” said Shilangi Mukherji. “And in India, stories never run out. They only get better.”

  • Nagarjuna launches season two of Krish, Trish and Baltiboy: Bharat Hain Hum, at IFFI Goa

    Nagarjuna launches season two of Krish, Trish and Baltiboy: Bharat Hain Hum, at IFFI Goa

    Mumbai— The Ministry of Information and Broadcasting launched the second season of the celebrated animated series Krish, Trish, and Baltiboy: Bharat Hain Hum at the ongoing International Film Festival of India (IFFI) Goa.

    Nagarjuna graced the event along with Information & Broadcasting secretary Sanjay Jaju; Prasar Bharati CEO Gaurav Dwiwedi; CBC, DG, Yogesh Baweja; Graphiti Studios creators Munjal Shroff and Tilak Shetty ; Prime Video, India director & head – SVOD, Shilangi Mukherji and Netflix India director of public policy Mahima Kaul.

    The groundbreaking animated series, which celebrates India’s lesser-known freedom fighters, made history with its season one debut across multiple platforms.

    Season two of the animation series, like season one, will premiere simultaneously across Doordarshan, Prime Video, and Netflix.

    The series will be available in 12 Indian languages—including Hindi, Tamil, Telugu, Kannada, Malayalam, Punjabi, Marathi, Gujarati, Bengali, Assamese, and Odia—and seven international languages – French, German, Spanish, Russian, Korean, Chinese and Arabic making it accessible to a global audience in 150 countries, further amplifying its reach.

    Season two continues the mission to highlight unsung heroes from all across the country, including Taji Dele and Ponge Dele from Arunachal Pradesh, Wazir Ram Singh Pathania from Himachal Pradesh, and Birsa Munda from Jharkhand, among others.

    These stories are meant to inspire pride in India’s history while celebrating the diversity and resilience of the country’s freedom fighters.

    The secretary highlighted the importance of such initiatives in nurturing national pride among India’s young generation.

    “The diversity of India’s freedom struggle needs to be communicated in ways that appeal to children. By using animation, we’re making these rich histories not only accessible but also engaging. Through these animated stories, we’re offering young minds a chance to learn about the unsung heroes who played pivotal roles in shaping India’s destiny,” Jaju said.

    “We are delighted to launch a new season of Krish, Trish and Baltiboy: Bharat Hain Hum on Prime Video starting 1st December. The series beautifully highlights the invaluable contribution of several heroes who played a significate part in India’s freedom struggle, giving viewers in India and around the world a chance to learn more about our rich history,” said Mukherji. “We would like to congratulate the Ministry of Information and Broadcasting (MIB), Central Bureau of Communication, and Graphiti Studios for producing this wonderful series. The series is a significant step in our efforts to foster the growth of India’s creative economy and give Indian stories a global showcase. We are confident that the new season will be as well-received by our viewers as the first season.”

    “I have grown up watching a lot of mythology, and stories of Shri Ram, Lakshman, Bharat, Arjun, but stories on our freedom fighters who sacrificed their lives for our country is equally important. With the new show Bharat Hai Hum, the children and the next generation will get to know about our heroes,” said Nagarjuna.

    Munjal Shroff and Tilak Shetty, the series’ creators, added, “The stories of India’s unsung heroes have often been overshadowed, but through this series, we aim to ensure that their contributions are remembered and celebrated by the younger generation. It’s not just a story of the past; it’s a lesson for today’s youth to understand the values of courage, resilience, and patriotism.”

    The creators employed nearly 1,000 professionals across India, including animators, voice artists, and production experts, in order to meet an ambitious timeline and deliver the series in record time.

    Krish, Trish, and Baltiboy: Bharat Hain Hum will also be available in an innovative format: a radio series and a podcast. The Krish, Trish and Baltiboy– Bharat Hain Hum Radio Series will premiere on 1 December on All India Radio (AIR), broadcasting in 12 languages across India. Each episode will be heard at 10:30 AM on Sundays, just 15 minutes before the animation series airs on Doordarshan at 11 AM. The radio show will promote the animated series, creating a seamless cross-platform transition that will help maximize the show’s audience. The unique scheduling strategy promises to offer a significant push for the animation series, ensuring that the young and diverse audience can transition from radio to television effortlessly.

    Additionally, a podcast will be available worldwide on Spotify in 180 countries. This podcast will feature episodes from the series, while also encouraging listeners to watch the animated show on Prime Video, Netflix, Waves and Doordarshan amplifying the reach of this cross-platform distribution strategy.

  • Prime Video announces line-up for 55th International Film Festival of India (IFFI)

    Prime Video announces line-up for 55th International Film Festival of India (IFFI)

    Mumbai : Prime Video returned to the International Film Festival of India (IFFI) for its 55th edition, with a line-up of exclusive premieres, performances and more. Demonstrating its continued to promoting excellence in cinematic arts and appreciation for diverse storytelling, Prime Video’s presence at the iconic IFFI will be marked with several high-octane events. These include:

    World Premiere of Unscripted Telugu Original Series—The Rana Daggubati Show: 21 November

    Showcasing the first episode of the highly anticipated unscripted Telugu Original series—The Rana Daggubati Show at the festival, Prime Video will treat the attendees with a glimpse into the world of Rana Daggubati and his guests as they indulge in entertaining conversations and engaging activities that bring out a never-seen-before side of his guests. The premiere will be attended by none other than Rana Daggubati himself, along with Sonal Kabi, Director & Head – Marketing, Prime Video, India. Following the special screening, Rana will spill the beans on his exciting line-up of guests in the upcoming series and will engage in a tete-e-tete with the audience. Created and hosted by Rana Daggubati and executive produced by him under the banner of Spirit Media, the eight-episode series will feature a dazzling line-up of guests, including Dulquer Salmaan, Naga Chaitanya Akkineni, Nani, Rishab Shetty, Siddhu Jonnalagadda with Sreeleela, S.S. Rajamouli with Ram Gopal Varma, and many more prominent celebrities. Brimming with unfiltered conversations and unexplored facets of celebrities, The Rana Daggubati Show presents a refreshing take on the celebrity talk show format, as Rana and his guests unmask their fun side and reveal insights into their personal lives that are unknown to their fans and unheard of by the world while partaking in exciting activities and passionate hobbies that go beyond the silver screen. The Rana Daggubati Show will premiere exclusively on Prime Video starting November 23 in India and across more than 240 countries and territories worldwide, with new episodes dropping every Saturday.

    Asia Premiere of Internationally Acclaimed Original Movie The Mehta Boys: 25 November

    The Mehta Boys will make its Asia debut at IFFI on 25 November. The movie will take the audience on a heartfelt exploration of the complex and often turbulent bond between a father and son, who are compelled to spend 48 hours together under challenging circumstances. The Mehta Boys stole the spotlight at the 15th Chicago South Asian Film Festival (CSAFF) with the exclusive world premiere on the Opening Night on September 20th. The movie was honoured with the prestigious Best Feature Film award. The Mehta Boys marks Boman Irani’s directorial debut, has received this accolade for its compelling storytelling and heartfelt performances, resonating deeply with audiences and critics alike. The premiere will be attended by the film’s cast, including actor, writer, director, and producer Boman Irani, along with writer Alexander Dinelaris Jr., actors Avinash Tiwary, Shreya Chaudhry and Puja Sarup and producer Danesh Irani.

    Musical Performance by Bandish Bandits Season 2 Team at the Closing Ceremony: 28 November

    Known for celebrating India’s cultural diversity through powerful storytelling, Prime Video will present at IFFI’s closing ceremony, a vibrant Jugalbandi performance featuring the highly talented team of its upcoming musical drama Bandish Bandits Season 2. Audiences will enjoy both soulful and energetic compositions performed live by musicians Nikita Gandhi, Digvijay Singh Pariyar and Mame Khan. The event will also be attended by the lead cast Ritwik Bhowmik and Shreya Chaudhary, Producer Amritpal Singh Bindra, Director Anand Tiwari, and Nikhil Madhok, Head of Originals, Prime Video, India. The live music performance will be followed by an exciting show reveal.

    In addition to the above, Prime Video will also participate in the Knowledge Series at NFDC’s Film Bazaar at IFFI:

    Panel Discussion on Greenlighting Your Project: Strategies for Film & Series Creators: 22 November

    Prime Video India director – Content Licensing Manish Menghani will participate in this highly insightful panel session that will also feature industry leaders including Jyoti Deshpande, CEO of Viacom18, filmmaker Nikhil Advani, and Shobha Sant, CEO of Creativeland Studios, with filmmaker Richie Mehta moderating the discussion. Together, they will guide creators through the process of getting their projects greenlit, and offer expert insights into content development.

    Besides this, Prime Video director & head – SVOD, Shilangi Mukherji will address the audience at a special event at IFFI.

  • Airtel Digital TV’s new plan offers Amazon Prime benefits to customers

    Airtel Digital TV’s new plan offers Amazon Prime benefits to customers

    Mumbai: Airtel Digital TV has joined hands with Amazon Prime to offer live TV and Prime Lite benefits as part of its new Ultimate and Amazon Prime Lite plan. Subscribers of the plan can enjoy unparalleled entertainment from Prime Video on 2 devices in HD quality, in addition to enjoying linear TV channels. Prime Lite subscription also includes other Prime benefits like free unlimited same-day delivery on over 10 Lakh products and next-day delivery on 40 Lakh products on Amazon, early access to sale events & Lightning Deals and 5 per cent cashback on purchases on Amazon.in with Amazon Pay ICICI Bank Credit Card.

    Bharti Airtel CEO- Airtel Digital TV Siddharth Sharma said, “The growing demand for mobile entertainment has prompted us to expand our TV offerings, providing customers with anytime, anywhere access. Our partnership with Amazon Prime enhances our content lineup, complementing our diverse range of home entertainment services. We are excited to offer customers an unparalleled experience, with prices starting as low as Rs 521 for the Hindi content. We are confident our users will maximise the value of this compelling deal.”

    “At Prime Video, we are constantly looking at ways to strengthen our distribution and take our much-loved movies and series to an even wider audience,” said Prime Video  India director & head – SVOD business Shilangi Mukherji. “The collaboration with Airtel Digital TV makes access to Prime Video’s full selection of content even more seamless while providing other shopping & shipping benefits of Prime Lite, like unlimited free ‘Same-day/Next-Day’ delivery across millions of products, early access to exclusive deals, and much more. The collaboration aims to make premium entertainment even more accessible to customers in India.”

    Plans at glance:

    Price

    Pack Name

    Duration (Days)

    Rs 521

    Hindi Ultimate & Amazon Prime Lite 1M

    		 30

    Rs 2288

    Hindi Ultimate & Amazon Prime Lite 6M

    180

    With this offer, Airtel also aims to refine home entertainment with unlimited access to 350+ TV channels, along with over-the-top (OTT) content available on Prime Video, to provide a holistic solution to the evolving entertainment needs of consumers.

    Subscribers can enjoy a seamless streaming experience with uninterrupted access to the full selection of Prime Video’s movies and series including highly popular Original series like Mirzapur, Panchayat, The Family Man, Dhootha, Inspector Rishi, blockbuster movies Tiger 3, Kantara, Maja Ma, Bawaal, Teri Baaton Mein Aisa Uljha Jiya, and many more, along with international series and movies like Fallout, Citadel, The Lord of The Rings: The Rings of Power, The Boys, to name a few.