It has been over eight years of choice MirzapurAnd Holy game Indian audience introduced the original long-form material on streaming. Nevertheless, except for some hits and Mrs., it remains an unused format in most regional languages. With the construction of stress in the dramatic distribution circuit, you hope that regional languages like Malayalam, Telugu and Kannada will be more receptive for alternative streaming space and other storytelling formats. Funny, the chain-building is running into southern India.
The consensus is that the creators below the south are typically streaming-atetants, prioritizing the Big-screen feature format on anything. Original, Prime Video, India’s head Nikhil Madhok, however, says that Amazon -owned service has not entered Malayalam and Kannada with an original perspective, it is not the case due to hesitation with the creators. “It’s just that we have not reached them. Many new ideas are coming from regional markets, ”Nikhil says, stating how 2025 will watch an array of films and series in Telugu. “We work towards expanding our offer over time. But in some markets, better service is done with films, originally built and licensed, ”they say.
It is sad that there is a case in a market like Tamil – which is liked Suzal, Inspector Rishi, Benefit, And Ayali A new wave of chain-building should have been created. The opposite between the north and the south when you compare the number of A-list directors, which infection in streaming. Even Sanjay Leela Bhansali created a web series in Hindi, a market that has embraced OTT.
How does Prime Video deal with politically sensitive pitches? Has such stories have been dismissed outright, or is there any discussion to soften them?
“Our ambition is to entertain people – create stories that entertain them and attach them – and we want to do stories, while our audiences are conscious of the sensations and land laws. As long as those two principles are followed, we can tell stories that we want to tell. We want to entertain our customers, do not provoke them, so we make options keeping it in mind. ,
In Tamil, Prime Video has acted like Bharatraja, Balaji Sathivale, Thiagarajan Kumararaj, Sudha Kongra, and Rajiv Menon for years. Putram Pudhu KalaiAnd Modern love: Chennai (It is the main contestant, participated with Netflix, Mani Ratnam, Vetri Maran, Gautham Menon and Vasant. NavasaAnd Pava kadhagalStrangely, these cooperation remains a bit more far away. In 2024, neither prime video nor its contestants collaborated with A-list filmmakers for an anthology in Tamil.
Nikhil explains that streammer is not focused on working with particularly established names. “We are willing to provide opportunities to those who are somewhat established with new people. In this way you get a great range. It is also that filmmakers working with us come back. The Pushkar-singer pair is now building some more series, which we will announce soon. We have also participated with a stone bench for a title, ”says Nikhil.
Broadly, no one can see a certain scaling of the cost in the recent long-grain range. Even in Hindi, like a grand spectacle title Bombay Meri JaanAnd JubileeDid not return for new sessions; On the other hand, the production values of streaming shows are not currently in their competitive best. Is this a financial downwing driving? “It is Garh: Honey becamePetal folk Season 2, upcoming Family Season 3, or Anil Kapoor-Starrer NuisanceOur title is Grand-Scal Productions, “Nikhil says. However, he says that the prime video is in a phase where he should be cognitive for his expenses. “As businesses go to their next stage, they become conscious of cost economics. But there is not a pullback in the scale, and we remain ambitious, ”he says.
On suffrage and universe:
“First, for a long time allows us to spend too much time with characters and create a world around them, and we will be happy to follow them on their journey. We are under constant pressure because customers keep asking for updates on serial sessions of titles, and usually the demand begins correctly after seeing the first season. Of course, it takes a long time to develop, but franchises are important; Whether it is Mirzapur, Panchayat, The Family Man, Patal Lok, Call Me Baa, Suzal and SlaughterWe are trying to franchise in our chain slate.
Our first global attempt has been in making spin-off StrongholdWhich began as an American chain, with a connecting tissue for an Italian chain Garh: DianaWhich was still connected Garh: Honey became,
Theater and streaming business depends a lot on each other. Working in a large -scale unstable place where the trends change every hour of the day, OTT platforms need to have a tab to work in theaters. Nikhil understands that when the present generation of the audience prefers more, when they want to watch a film in a theater, but it believes that it is only to meet the demands of the audience on storytellers.
-Wide palette of pandemic generation has made the scope of different types of styles on streaming. “People like different types of materials. Last year, while we had a crime thriller HuntWe also had a rural comedy PanchayatWe have a make me comeAlso one Garh: Honey becameWe also had young adult shows like Big girls do not cry, heart friendship dilemma, And snakes and LaddersThis is a diverse country that our challenge has always been to create adequate variety and provide adequate selection.
Meanwhile, since the epidemic, a desired tendency to see inactive has caught the young audience. Perhaps this is a very highly spoken meditation of our social media-aunty age, as we like to scroll via our Instagram feed with a sit-com play in the background. Even the creators have taken this into consideration, which fulfills them. How do you ask? Make the story gorgeous and lightly, so that five minutes of distraction also do not have much hindrance in the progress of the story. Prime Video, Nikhil says, will not give in that craze. “We will be really disappointed if people do not bend and look at our content because the creators are to make the goods as a deeper attractive. He is not going to change focus for prime video. ,
What to see next in 2025 on Prime Video?
The year started well for us, with Hades Season 2, Mehta Boys, Suzal Season 2, and our first dramatic original film, Superboy of MalegaonWe have a bunch of new IP, like Family Season 3, Panchayat Season 3, make me come Season 2; Towards feature films, we have Be happyA beautiful film about the father-daughter relationship starring Abhishek Bachchan. We have two cute movies coming to Telugu – Uppu KappurambuKerthi Suresh and Sobhita starring Dulipala’s Untitled Movie.
We are also coming with an interesting Tamil series Local timeA funny comedy show was set in a newspaper office of how a group of reporters come together and report on the environment of their city in a comical way. As far as unpublished title is concerned, we are taking a big step with this year traitorWhich is a really successful global format, and we have Karan Johar hosting it in the middle of this year.
Published – March 07, 2025 04:50 pm IST
