One of the biggest nights on world television, this year’s Emmy Awards were especially historic for India. This was the second year in a row that several Indian television shows were nominated, and the first time an Indian series was a success. Delhi Crime, An eight-part Netflix drama investigating a brutal rape case in 2012, which won the Best International Series award.
In fact, all Indian nominations were for shows created by Netflix or Amazon Prime. Over the past two years, the series has radically changed the Indian domestic creative landscape – and created a new global audience for Indian series and films. According to Amazon Prime, 20% of viewers of their original Indian content are now outside India.
“India is a land of storytellers but for a long time, due to the formulaic nature of cinema and television, not all kinds of stories were represented,” said Aparna Purahit, head of original content at Amazon Prime India. “Streaming has ended it democratically. Stories that weren’t picked up before, articles that were ignored or avoided, now have a place for them.
The two largest streaming platforms, Netflix and Amazon Prime, came to India four years ago, but have only begun to build momentum in the last two years.
But as the platform grew, it was met with a growing backlash from hardline, right-wing groups in India, which have accused Netflix and Amazon of creating content that “weaves the fabric of Indian society.” The fabric hurts. ” Although previously these platforms were free of censorship that controlled all movies and television in India, enabling new, bold programming, the government announced in November that all streaming platforms would be regulated. Will be brought under
In a country of more than 1.3 billion people, half of whom are under the age of 25, Amazon and Netflix have invested heavily in leveraging potential. According to senior executives, India is now seeing the biggest growth of any global streaming market.
In 2019-20, Netflix invested 400m (293m) in creating the original program and released more than 30 pieces of original Indian content. Amazon Prime now has customers in more than 4,300 cities and towns across India and about 50 shows in various stages of development. In addition to the show in Hindi and English, both platforms are producing original content in regional languages, including Tamil, Telugu and Malayalam.
“This has been an incredible year for us in India as we are one of the fastest growing markets in the global Netflix,” said Monica Shergill, Vice President, Netflix India. “We’ve got a huge membership base in India that makes us hungry for different stories and shapes.”
Along with the reality show, several Indian-made shows have made it to the Netflix Top 10 in countries around the world. Amazing lives of Bollywood wives And children’s mobility Ghalib Chhoti Bhim “Recent global achievements have been cited,” Shergill said.
Although India has a thriving Bollywood film industry and a culture of long-running television serials, it was not the industry tradition of long-form storytelling that made streaming services known. Most of Netflix and Amazon’s initial investment went into building a new pool of capacity.
“We had to build it from brick to brick,” said a follower of Amazon Prime. “We invested heavily in development, it took a long time in green light projects. We started organizing writers’ workshops Where we bring in new writers and experienced show runners and creators. Just trial and error, work and learn along the way. “Initially, Bollywood’s big names were reluctant to collaborate, but now they’re at Amazon Prime Were knocking on.
There are also logistical challenges: homes ٪ Indian There is only one TV in Indian homes, which is hardly a smart TV with internet access. But second only to mobile phone ownership in the world and with widespread access to cheap mobile data, most Indians now watch video via phone. Netflix says that its users in India watch more on mobile anywhere in the world.
Growth is supported by a monthly subscription of less than Rs 129 (£ 1.30) for Amazon Prime and Rs 199 for Netflix, although the average monthly household income is Rs 32,800 (8,328), but This is unbearable for millions of people.
But the danger of future regulation is far from over. As government censorship has become increasingly entrenched in the cultural sector, Amazon and Netflix have become a breeding ground for inspiration, such as more destructive shows لیلیٰ, Holy game And Patil LokThose who have eliminated sexuality, sexual violence, homophobia and caste inequality have criticized the right to Hindu nationalism and the persecution of Muslims.
“Such programming could not have happened in the past,” said Guru Gandhi, director and country GM of Amazon Prime Video India. “The world of deprivation allows new freedom for creators.”
The retaliation against some shows has been moderate, with online hate campaigns against stars and creators. Holy game, Netflix’s big breakout series, threatened with trial for line where former PM Rajiv Gandhi is summoned What, Translated as cat.
In India, Netflix, Amazon and 16 other streaming platforms have jointly implemented a code of conduct that they hope will persuade them to adopt the government instead of being forced to follow censorship rules like Bollywood. Will do
Shibash Sarkar, Group Chief Executive Officer, Reliance Entertainment, is one of the largest production houses in India to its credit. Holy game“In three years, India’s cultural dimension has been achieved on streaming platforms that will take 30 years to achieve in the traditional film and TV industries,” he said.
The authors and composers enjoyed it [being] Free to interact with the audience [without] Restrictions or regulators or sensors. Self-discipline and a framework of self-discipline is what we should aim for. Otherwise we will lose Mojo.
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