iWorld
MX Player, ALTBalaji rope in Kangana Ranaut for new reality show ‘Lock Upp’
Mumbai: MX Player and ALTBalaji have partnered to launch a reality show ‘Lock Upp: Badass Jail, Atyaachari Khel’ with Bollywood actor Kangana Ranaut as the host of the show. The show premieres on 27 February.
Produced by Endemol Shine, the show features 16 celebrities who are put together lock- up for months and stripped of their amenities. The announcement was made at a press conference on Thursday by Ekta R. Kapoor along with MX Media CEO Karan Bedi and actor Kangana Ranaut. Also present were ALTBalaji Group COO Zulfiqar Khan, MX Media COO Nikhil Gandhi, and MX Player SVP and head – acquisitions Mansi Shrivastav.
The show will be live-streamed 24X7 on both ALTBalaji and MX Player. ALTBalaji will also introduce a fantasy metaverse game based on the reality show. “I am thrilled and excited to be foraying into OTT with such a unique and brilliant concept,” said Kangana Ranaut. “I want to thank Ekta for always being by my side, she has always been someone I admire and respect a lot. I am glad that she is there with me for my OTT debut as well.”
“Lock Upp is being launched on a massive scale and has all the elements that make for an entertaining reality show,” said Ekta R. Kapoor. “The concept of the show is brilliant, and I am sure that it will captivate the viewers and set a new standard for reality shows.”
“MX has always been a market disruptor – our user-first approach to create product and content experiences that appeal to our huge audiences’ segments has made us India’s largest entertainment platform today,” said MX Media CEO Karan Bedi. “Lock Upp is yet another step in disrupting the Indian entertainment ecosystem as it is designed as a digital-first non-fiction offering that will release on a scale that is unprecedented for India.”
“ALTBalaji is proud to be the first in the world to launch a metaverse game that is based on a reality show,” said ALTBalaji Group COO Zulfiqar Khan. “Gaming enthusiasts around the world can explore this fantastic world that we are creating with elements of blockchain and NFTs.”
“At the heart of MX Player’s success lies the ‘global Indian’ consumer and we have constantly been working towards creating content as per consumer preferences, especially given the large user base of over 300 million globally spanning across the US, UK, Middle East Southeast Asia and more that we cater to on our platform,” said MX Media COO Nikhil Gandhi.
“MX Player’s content design focuses on building a bouquet of engaging and entertaining offerings for our diverse audience and the biggest pillar of our content creation philosophy is our partnership with content creators and aggregators,” said MX Player SVP and head – content acquisitions Mansi Shrivastav.
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.
