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General News Amazon Prime Video to launch nine Hindi original shows in 2019
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MUMBAI: Over the top (OTT) platform Amazon Prime Video India is planning to launch nine new Hindi original shows in 2019. The OTT platform has so far launched four Hindi original series with fifth one ‘Mirzapur’ on its way to premiere globally on 16 November.

Speaking at a media briefing, Amazon Prime Video director, head, content Vijay Subramaniam said that the plan is to launch nine shows in Hindi next year. It is also looking at a Tamil original show this year.

Subramaniam stated that the platform will scale-up its content offering further. He noted that local content does well outside the country as well and pointed out the fact that 40% of viewership for ‘Breathe’ came from outside the country.

“This just goes to show that the more authentic our stories are the more of a global audience there is for it. I am super excited about ‘Mirzapur’ because I fell that it will not only make a mark in India but globally also it will definitely have an impact. It is an amazingly authentic heartland story. The writing is absolutely fantastic. It is a world beater show. The ensemble cast is powerful. There was no question about whether or not we would do the show. We had to decide on the number of episodes and how long each episode would be,” he asserted.

Amazon Prime Video is also planning to launch more regional language services. The platform had recently launched its sixth language service with Kannada. It already language services in Hindi, Bangla, Tamil, Telugu and Marathi.

“We launched the service with English when we launched. But we quickly doubled down on Bangla, Tamil, Telugu, Marathi, and Bengali. We started with films in these languages. Kannada has just been added and we will definitely add more regional languages in the coming 12-18 months,” Subramaniam stated.

He also pointed out that regional language services help build engagement and affinity with customers. It also gives the opportunity to reach more people across the country.

When Amazon Prime Video launches a language service it starts with movies followed by original shows. It launched the first regional language show in Telugu with ‘Gangstars’. The platform will now do a Tamil original show. “We are hoping to learn from our customers what they like and what more they want to watch. Once we have that learning we will definitely double down and scale up,” he noted.

Subramaniam stated that Amazon focusses on cinema TV where the production values are what one expects from movies and the marketing matches that. “Content has scale cinematically and our marketing matches that. It is important for customers to feel that they are watching a piece of premium, compelling content. All of this for Rs. 129 a month.”

One genre that Amazon Prime Video is gung-ho about is comedy. The platform has been scaling up its comedy offering which has jumped from 12 specials to over 30 now.

“We have got Zakir Khan’s second special coming up next week. We have got season two of ‘Comicstaan’ currently underway in production. We are looking at developing more comedy formats to support the existing set of specials. We have come a long way from just doing standup specials to literally creating a format to find India’s next big comedian to having more specials which include stand-up comics coming up with their second set of materials,” he stated.

Source:
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Airtel Digital HD Recorder / Kerala Vision Digital TV
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