Official: Amazon Prime Video to launch New Original Shows in Tamil and Telugu!
Jeya Suriya -
Amazon's OTT Portal, Prime Video has already docked seven star-driven films even without a theatrical release since Lockdown. In 2020, they have also launched originals such as Panchayat, Forgotten Army, Four More Shots (Season 2), Patal Lok, Beat Into The Shadows and Breathe (Season 2)
Now the breaking news of the day is that the OTT Platform is shortly progressing to bankroll original shows and movies in Tamil and Telugu. Aparna Purohit, Head, Originals, Amazon Prime Video affirmed it saying, "Our consumers are scattered beyond the range and extent of the country, our service is now accessible in 4,000 municipalities and cities, so we must be capable to tell narratives that will relate with everyone. That's why localisation becomes necessary, our customers can watch content in the language they fancy to,". She also added, "Our team is in negotiations with top-notch Tamil and Telugu content producers. We will be arriving up with compelling tales fortified in their history that will speak about the bounded framework."
During the lockdown, Amazon Prime Video has been at the forefront of direct-to-digital releases of films such as Gulabo Sitabo, Ponmagal Vandhal, Law and many others on its platform. Though Purohit insists that Amazon's artifice is customer-centric, solely based on patron's demands and choices, trade specialists consider that direct-to-digital releases are a win-win for both the platform as well as the production firm.
Speaking to a Bollywood Media, Head of a Leading Media and Entertainment consulting company said, "For a platform such as Amazon, publishing a film straight on its platform is an excellent method of increasing its customer reliability and for the producer, particularly a meagre and mid-sized one, it is guaranteed return and it wouldn't complain neglecting the multiplexes." He also added "Only 5-7 per cent of petite budget films produced at a value of Rs 10-15 crore gain a Rs 50 crore gross at cinemas. If a producer can do a great OTT deal, he may be capable to get more than his budget and still get 10-15 per cent ROI, skipping the theatrical release.
Meanwhile, Amazon is all set to release its last film from the announced seven direct OTT films, Vidya Balan's Shakuntala Devi. The OTT platform is also releasing its brand-new Hindi original show, Bandish Bandits in August. "Bandish Bandits is a harmonious romance, it has original music of Shankar-Ehsan-Loy. It's a tale set on the backdrop of Jodhpur, talks about whether music is emotion or discipline," says Purohit. Amazon, in 2020, has launched originals such as Panchayat, Forgotten Army, Four More Shots (Season 2), Patal Lok, Beat Into The Shadows and Breathe (Season 2).
Is the platform also contemplating a short-form user-generated content video platform, as its rival ZEE5 has lately advertised? After all, more diminutive span user-generated content has witnessed tremendous traction through the COVID lockdown, particularly in the more petite markets which observed the limitation of original TV content draining up. Purohit doesn't rule out any probabilities, "Our manoeuvring is constantly developing and if we think there is a shortage, we will operate towards addressing that. Having said that, the quantity of souls who have viewed our new shows such as Patal Lok and Breathe Into The Shadows has been remarkable. There is a void there too and we are delighted that we can pack it up."