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The subsequent decade will belong to Indian tales, in line with Sushant Sreeram, nation director of Prime Video India.
Sreeram was delivering a keynote on the ongoing FICCI-Frames 2023 conference in Mumbai. “The approaching decade belongs to Indian tales, with streaming enabling growth of linguistic palette and content material range,” Sreeram stated.
The manager additionally highlighted the affect of streaming companies on the Indian media and leisure trade, noting their position in taking Indian tales to a worldwide viewers. “By providing handy and easy accessibility to the best Indian content material, OTT [streaming] gamers have made Indian leisure accessible to viewers worldwide,” Sreeram stated.
Sreeram additionally famous {that a} quarter of the viewers for Indian titles on Prime Video comes from outdoors India. He cited the lately launched Amazon unique sequence “Farzi” for example. The present was launched in 37 languages globally and streamed by viewers in 170 international locations and territories over the launch weekend, along with coming into the highest 10 trending lists on Prime Video in a number of international locations.
“Immediately, over 60% of the shoppers on Prime Video stream content material in 4 or extra languages whereas 50% viewership of native language content material comes from outdoors the house states,” Sreeram stated, including that streaming companies like Prime Video are increasing the linguistic palette of viewers and making leisure borderless.
“The leisure trade in India has turn into a unifying drive, bringing collectively totally different areas and cultures by means of the facility of storytelling,” Sreeram stated. “It has revolutionized the way in which content material is created, accessed, and consumed, offering viewers with a various vary of pan-Indian and international content material. This democratization of storytelling has been gratifying to each witness and assist.”
Sreeram recognized three areas that may give additional impetus to the expansion of the Indian inventive financial system, with streaming performing as a drive for good for India. These embody public-private partnerships, alliances and accessibility, and the rise in disruptive collaborations between storytellers throughout geographies and cultures, citing “Citadel” for example for the third space.
“The subsequent 10 years would be the decade for Indian tales, Indian storytellers. Borders and languages are now not a constraint. Nice tales will discover their second beneath the solar,” Sreeram stated, urging everybody throughout the trade to take large bets.
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