India as a Base for Content Creation for Global Consumption

Outsourcing Content Creation. Amazon is considering plans to set up a Bollywood film studio. Amazon wants its own content creating business to supply its video service. Amazon has hired consultants in content, film distribution, and exhibition to create a blueprint for the proposed film studio. Roy Price, head of Amazon's content business, is in Mumbai this week, and is having meetings with producers and content creators.

Amazon has as much as $300 million video-content budget, has used local movie content to compete with Netflix. Amazon has signed deals with Yash Raj Films, Excel Entertainment, Dharma Productions, Vishesh Films, and TSeries. While Netflix has signed deals with Red Chillies Entertainment and Aamir Khan Productions.

The "corporatisation of Bollywood", as some are calling it, will change the landscape in India for content creation. Major content distribution platforms will have to find the right business model to source content for their customers.

Roy Price says "Right now, we are really focused on getting the original TV shows and licensing a lot of movies. We are always kicking around ideas. We are very responsive to the audience, and the audience loves movies. So TBD — to be decided, discussed, and debated .... India has a very rich cinematic tradition and history, and so that's where we really need to be — both licensing from other people and developing originals."


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