iWorld
Firework India to onboard various content creators like Faye D’Souza
MUMBAI: After getting into a partnership with Faye D’Souza, Firework India plans to rope more creators to generate quality and genuine content on the platform. Recently, former Mirror Now executive editor Faye D’Souza launched a new channel called Facts First with Faye, wherein she will be speaking on global and national news in 30-second videos.
Firework India chief executive officer Sunil Nair, speaking exclusively to indiantelevision.com, said: “In the coming months we have plans to onboard several such creators. We will not restrict ourselves from any categories as long as it makes sense to our users and is tastefully done.”
Google-owned Firework is a short-video sharing app that was launched in India in October 2019.
While commenting on the revenue sharing model between the platform and D’Souza, Nair said: “The revenues will only grow with her channel’s popularity. As her partner, we will promote this channel. She produces compelling content and I am certain this will see rapid growth in the next one month.”
Meanwhile, stating it as a revenue-sharing model between the platform and her, D’Souza had said, “We will also be looking at the branded content aspect going forward as the channel gets more traction.” The Facts First with Faye has already garnered 727 followers and the videos shared on the platform have her piece-to-camera interspersed with graphics.
Content creators on digital platforms are, lately, being targeted by people in power to remove content or restrict them for posting something that’s controversial. In this regard, the Firework India CEO, talking on the independence of content creation, said: “We do not have any affiliations or favour anybody and let users decide and form an opinion. And, it’s the fundamental reason to come out with 30-second programming.”
He added, “We are aware that India is a sensitive nation and have put together a very strong moderation team. With the collaboration of AI and human intervention, we have the ability to restrict any content that may hurt Indian sentiments.”
With news being broadcast in 30-second video format, the Firework India CEO said, “We are certain that our purpose is only to deliver the message, what our users make of the message is their decision. Hence, yes, 30 seconds is enough to do that. We have integrated news in our product – as a channel- with the objective of being unbiased with absolutely no other agenda.”
Pointing out that the country has very informed and aware citizens, Nair said: “The urban youth are opinionated and we must respect and understand that young India can make their own decisions and conclusions and they don’t need many hours of repetitive debates or be told what opinion to form.”
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.
