iWorld
MX TakaTak co-powers the ninth edition of Miss Diva
KOLKATA: Promising users compelling content across categories, MX TakaTak on Friday announced its association with the ninth edition of Miss Diva as the Co-powered by Sponsor for this coveted pageant.
The nationwide hunt to select representatives from across the country commenced on 11 June and aspirant divas can participate to transform their dreams into reality. This entails an online registration process for specific audition task submissions on this leading short video platform.
Speaking about this association, MX TakaTak business head Janhavi Parikh said, “We are delighted to associate with Miss Diva and help them in the hunt for finding strong, charismatic women who will go on to represent India before the world. MX TakaTak is the entry gateway for these participants to live their dream of being crowned as Miss Diva and the audition tasks on our platform will bring forth a new dimension of their personalities.”
MX TakaTak’s extensive reach and penetration in Tier 2-3 markets will take the pageant and its opportunities to a wider audience, unlike ever before. Through the run of the event, the participation on this app would give viewers a glimpse into the lives of the finalists, whilst also highlighting the efforts that each of the contestants funnels into their work.
LIVA Miss Diva 2021, Co-powered by MX TakaTak stays true to its inherent philosophy of providing a stage for young, confident women, willing to take the world by storm and this edition will be held digitally, in a virtual format due to the prevalent pandemic.
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.
