iWorld
Netflix CEO Reed Hastings on competition and content creation in India
MUMBAI: With Amazon flexing its muscle and soon to be Disney-owned Hotstar in the fray, the Indian OTT market is super competitive and exciting, feels Netflix CEO Reed Hastings. "There is also lots happening on Amazon, and on Hotstar, which is now going to be owned by Disney… It's a super competitive, exciting market,” he was quoted as saying by news agency IANS.
One of the hallmarks of the Indian market, Hastings highlighted, is the ongoing telecom revolution triggered by Mukesh Ambani’s Reliance Jio. According to him, there is "nothing more impressive in the world than what Reliance Jio has done in the past four years in India" to democratise internet accessibility.
The streaming giant’s boss is of the opinion that these are good times for Indian content creators.
"If you were an Indian content creator (earlier), there were very few places to go, and now there are many places to go. So, people are pouring in. There are amazing amounts of stories that are coming up,” he said.
The 58-year-old is pleased with his company’s performance in India.
"There has been tremendous traction… Everyone has been talking about Lust Stories and Sacred Games. We have Delhi Crime coming out this week. So, there's lots that's happening on the original front,” he added.
Hastings pointed out that the Indian market has room to do different kinds of stories.
"We try to tell the best stories we can. Sometimes they are ready, sometimes they take longer. It really varies by that. There are so many streaming services, but if you think about how many networks there are on cable in India, there are way more than 34. I think there's a lot of room to do different kinds of stories," he stated.
Hastings also commented on the self-regulatory Code of Best Practices that Netflix and others have signed.
"None of us want strict government regulation on content. We can be flexible and can protect creative freedom a little better if we are a little bit proactive," he explained.
On the online censorship front, there is not much activity, Hastings noted.
"It's just before the elections. We are hoping the talk moves on because it's a challenging time to talk about anything like that. So in general, people around the world…and I am talking about adults, not children, want to watch what they want to watch, and the Internet represents that freedom,” he said.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
