Netflix, Amazon increase indigenous content


As language-specific streaming sites such as Hoichoi and Aha Video gain scale, India’s top three video streaming players are bolstering their regional content. Amazon Prime Video and Netflix have declared original films in Tamil. Apart from this, they are also aiming to produce anthologies. With Suhasini Mani Ratnam, Rajiv Menon and Karthik Subbaraj, Amazon Prime Video will have an anthology of five short films. Paava Kadhaigal on Netflix will feature shorts by popular filmmakers like Sudha Kongara, Gautham Vasudev Menon and Vetrimaaran. They will feature Prakash Raj, Sai Pallavi, Kalki Koechlin and others. Apart from this, Disney+ Hotstar is preparing to acquire its first regional language film that is hopping theatrical release on account of covid-19. 

Even though VoD service provides local language content acquired from studios and producers, the new titles are all originals made solely by the platforms. According to Media and entertainment experts, the covid-19 pandemic has marked a milestone for local language streaming. This is because platforms get serious about their expenditures on them. As a result, engrained overseas companies have to continuously up their game. The past few months of Covid-19 have witnessed numerous new services being unveiled. Allu Aravind, a leading Telugu filmmaker, launched Aha Video in Telugu. On the other hand, Marathi film producer Akshay Bardapurkar is coming up with Planet Marathi, a Marathi language video streaming service, by December.

Through formats such as folk, poetry, storytelling, comedy, and motivational content, a new service STAGE will offer original content in local dialects such as Haryanavi, Rajasthani, Bhojpuri, Konkani, among others. The Bengali streaming service Hoichoi had gained 13 million subscribers by September.  

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