iWorld
Viacom18 to launch VOOT VOD service in April; firms up content pipeline
MUMBAI: The latest addition to the growing digital family in India, Viacom18’s new digital video-on-demand (VOD) platform – VOOT is all set to launch its service in the first week of April armed with a slew of shows from various content houses.
According to information available with Indiantelevision.com, among the few production companies that Viacom18 has roped in to produce original content for VOOT are Endemol Shine India, Saurabh Tiwari Films, Colosceum Media, Frames Production Company, Sunshine Production, Shakutantalam Telefilms and Bodhi Tree.
Unlike Netflix’s subscription based revenue model, VOOT will follow the advertising based VOD model, wherein content will be offered free for subscribers.
When asked to comment on VOOT’s decision to go for the ad based VOD model, a senior media planner on condition of anonymity says, “It’s very early to predict anything. Getting an advertising pipeline takes time. Initially they will be making money out of advertising and it will be limited to certain brands, which they already have in their portfolio and slowly they will be able to expand in the market.”
Speaking on their show for VOOT, Frames Production co-founder Ranjeet Thakur says, “Yes, Frames is producing show for VOOT called Soadies. It’s a shows based on how Roadies has influenced families and their behaviour.”
Soadeis will be an eight-episodic story of 20-25 minutes duration.
According to information available, the per episode production cost of Soadies is said to be between Rs 5-6 lakh.
Sudhir Sharma’s Sunshine Production is also in the process of producing two shows for VOOT. Though production is in its early stages, the production house has begun casting for one of the shows, which will comprise four episodes.
Additionally, Colosceum Media will be producing a dating reality show for the VOOT platform.
VOOT’s launch comes at a time when Netflix has already made a big bang entry into India, following the likes of Star India’s Hotstar, Sony Pictures Networks India’s Sony Liv, Zee Enterprises’ dittoTV, Eros International’s ErosNow and HOOQ amongst others. With a handful of more players like Balaji Telefilm’s Alt Digital and Vuclip poised to enter the space, the OTT content production space is likely to get a shot in the arm.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
