Rapid TV News - Amazon names India as fastest growing market for Prime Video
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India is now Amazon Prime Video's fastest growing market, with increased local content key to the streaming giant's strategy, according to company executives.

Skulls and Roses Amazon Prime Video 7 Feb 2018Amazon Prime Video's global vice president, Tim Leslie, told Reuters that the company's acquisition of original Hindi content has paid dividends. It has amassed a library of content in five local languages, but is now looking to bolster titles in Tamil and Telugu for audiences in southern India.

"We want to figure out how do we do more in the south. We haven't announced any originals yet from the south but we are looking to do as much as can be done," James Farrell, content head, Amazon Prime Video Asia Pacific, told the news agency.

Earlier this month Amazon launched its first unscripted Indian Prime Original series, The Remix, produced by Greymatter Entertainment and featuring Indian music stars Sunidhi Chauhan, Amit Trivedi and Nucleya.

The subscription video-on-demand (SVOD) operator reportedly plans to launch up to ten originals for India in 2018. Among them is another unscripted show, Comicstan, along with dramas Made in Heaven, Mirzapur and 4 More Shots.

Skulls & Roses, to be produced by India's Monozygotic, is another recent acquisition for Amazon in India. "We're excited to add more variety to our service and continue to reinvent the way Indian customers watch TV," Vijay Subramaniam, director, content, Amazon Prime Video India, said when announcing the Raghu Ram and Rajiv Lakshman reality show.

In 2017, 250 million people in India viewed online videos, and this figure is expected to double to 500 million by 2020, according to a recent report by Ernst & Young (EY) for the Federation of Indian Chambers of Commerce and Industry (FICCI).