India, Amazon collaboration on media & entertainment |
Ministry of I&B inks partnership with Amazon India in the field of Media, Entertainment and Public Awareness. India, with perhaps the biggest number of English, Hindi and regional language social media users, and Amazon, a global leader in digital media technology, announced a unique public private partnership in India to collaborate in the field of media, entertainment and public awareness. Announcing the partnership, Indian Minister for Information & Broadcasting and Youth & Sports, Anurag Thakur, said the collaboration was a landmark one in which India`s untold ancient and modern stories will be projected. Amazon India will showcase content spanning spirituality to software, traditions to trends, folklore to festivals and from rural India to rising India. Amazon India said it was only to happy to upload and offer Indian content as infotainment and public awareness.
At the core of it is India`s growing prowess and size of entertainment products and a humungous audience it serves with an insatiable appetite for movies, series, talk shows, documentaries, infomercials, fashion, cuisine, travelogues and so much moe. Thakur said the Indian government wanted to make use of the new platforms such as OTTs. Amazon with its cloud services, OTT platform and a growing reach to consumers in India and worldwide would help project the content from the Indian government and the industry. The Indian government has recognised audio visual services as a Champion Services Sector and recently brought out the self-regulatory framework of OTT content regulation. In this regard, Thakur mentioned that OTT platforms must also be conscious of what they put out as a vehicle as well as support content that provides insight into the nations.The Letter of Engagement with Amazon India will strengthen industry-academia linkages through provisions for scholarships, internships, masterclasses, and other opportunities for students at Film and Television Institute of India and Satyajit Ray Film and Television Institute of India. The collaboration could help place talented artists coming out of prestigious film institutes of India. From Amazon`s side, participants include Amazon Prime Video, Alexa, Amazon Music, Amazon e-marketplace, and IMDb. Bollywood actor Varun Dhawan said live and video on demand streaming has multiplied the potential of entertainment industry by giving them access to a global audience 24X7. He lauded the collaboration especially as it will train and provide jobs to Indian youth in the global entertainment stage”. Others representing both sides were Chetan Krishnaswamy, Vice President, Public Policy at Amazon India, Shri Vikram Sahay, Joint Secretary, Min. of I&B and other senior officials of the Ministry.
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