Category — Media & Entertainment

Amazon Expands Prime Video in India

Having launched its Prime Video at a lower price than Netflix, Amazon India is now consolidating partnerships to expand its user base in the country. It recently partnered with Vodafone, which, after its merger with Idea Cellular in a $23 million deal, is the biggest telecom company in the country with a customer base of 400 million. Amazon aims to penetrate this user base and also build a competitive edge against Reliance Jio and other Indian service providers that are offering streaming services on mobile phones.

Forbes reports that Amazon India is focusing on local content and targeting smartphone video consumers in India. Mint claims that India is expected to have 650 million internet users by 2020, making it a huge market for video-on-demand consumption.

Amazon Prime Video

Amazon’s strategy of partnering with a telecom operator that can provide 4G services on mobile phones will likely work since the majority of India’s population is not likely to invest in a fast landline broadband connection to view content on large screens.


March 20, 2017   No Comments

Digital Advertising in India Grows Rapidly

According to a report titled ‘Digital – The New Normal of Marketing’ by the Confederation of Indian Industries and KPMG India, digital advertising, which accounted for 12.7 percent of total ad expenditure in 2016, is expected to reach $3.6 billion  in 2020, growing at an expected Compounded Average Growth Rate  (2015-2020) of 33.5 percent.

Salient points from the report according to Forbes:

  • Nascent technologies such as emotions analytics, predictive marketing could be used to leverage the power of data
  • Native ads blend in to combat mobile and desktop ad blocking and appear as regular content delivering value and relevance to the consumer
  • Authenticity, relevance, and value are increasingly important parameters for content creation and distribution
  • The digital consumer’s attention span has come down to 8 seconds, (in 2007 it was 12 seconds)
  • Customers trust peer recommendations and reviews than professionally curated content
  • ‘Programmatic advertising’ is the future of digital advertising

Online Marketing

“Singularity, connected systems, Cognitive and AI will create a world where the marketer will be marketing not only to humans but the ‘self-thinking’ machines,’ says Rachna Nath, Partner and Head, Digital Consulting, KPMG, India.


February 4, 2017   No Comments

In India, Netflix and Amazon Adopt Different Marketing Strategies Inc., and Netflix Inc., have contrasting approaches in the way they pursue growth in India and internationally.

Netflix debuted in India 10 months ago; however it does not believe in a physical presence in the various countries globally where it operates. This is because content making decisions are taken at its office in Los Angeles. The company depends on its user data to purchase programs that have multinational appeal, and does not depend heavily on local content in the regions it is present. Netflix’s chief executive Reed Hastings acknowledges that currently in India, Netflix caters to the elite, but “in the next couple years we will want to grow beyond that.”

Netflix Logo

Amazon has a different strategy. It’s Prime Video is available in select countries including India. Amazon Studios chief Roy Price visits Mumbai often, and scouts for locally appealing content for its video services. Price says, “You can have a global service, but there are no global customers. There are only local customers.” In Indian entertainment, for instance, “the musical aspect is super important, so you want to embrace that,” he added, reports the Wall Street Journal.

Amazon paid about $10,000 to potentially bid on rights for the popular Indian Premier League Cricket games too.


November 7, 2016   No Comments

India Allocated Funds Promote Movies at Global Festivals

India’s Information and Broadcasting Ministry has unveiled a Film Promotion Fund to help promote Indian films entered in the foreign-language Oscar category, and those competing at major international festivals such as Cannes, Sundance, Berlin, Busan, Toronto, Locarno and Venice and Rotterdam, among others.

While the total size of the fund was not disclosed, films entering the Oscar’s foreign-language category can receive  up to $150,000. Films competing at Cannes can receive up to $30,000, while those entered in the official competition categories at Venice can get $22,000.


“This initiative will help independent film-makers to promote their work across the globe,” Information and Broadcasting minister M. Venkaiah Naidu said, notes The Hollywood Reporter.


November 7, 2016   No Comments

Four U.S. Companies Make Big Moves in India

During Prime Minister Modi’s recent visit to the U.S. to address the joint meeting of members of Congress, several U.S. businesses announced investments into the Indian market, reports Huffington Post.

Star India, a subsidiary of 21st Century Fox, announced it will invest an additional $5 billion in the country over the next three years. “We see huge potential in the Indian market and have been one of the largest foreign investors in India and the largest in the media and entertainment sector,” said Uday Shankar, chairman and CEO of Star India.

US Money

Amazon announced an additional $3 billion in India, taking its total investment commitment to $5 billion. “Our Amazon India team is surpassing even our most ambitious planned milestones,” Jeff Bezos, Amazon CEO and Founder, said in a statement. The company plans to launch a “web services Cloud Region” in India.  Its development center in Hyderabad will become its largest software engineering and development facility outside of the U.S.

California-based SunLink said it will partner with Indian companies to deploy up to 1.4 gigawatts of solar power over the next five years.

Westinghouse Electric Co., and Nuclear Power Corporation of India have agreed to start engineering and site design work for six nuclear power plant reactors in India, and conclude contractual arrangements by June 2017, the White House noted. India and the U.S. Export-Import Bank are expected to jointly finance the project.

June 13, 2016   No Comments