iWorld
Amazon ropes in Excel for Inside Edge (updated)
MUMBAI: Amazon is leap frogging and getting more and more local production houses on board for the launch of its premium video service — Prime Video — in the country. After getting Vishal Bhardwaj and Vidhu Vinod Chopra on board, Amazon has now managed to rope in Ritesh Sidhwani and Farhan Akhtar-owned Excel Entertainment to make its show — Power Play, it is stated on Excel’s web site.
Amazon Prime Video and Excel Media and Entertainment are also coming together to launch Amazon India’s original show, titled ‘Inside Edge’. It is a story that does not mince words, pulls no punch, and takes no prisoner. And beneath it all, it is a story of passion, courage, and love, New Kerala Dotcom reported.
Amazon Video India director and country head Nitesh Kripalani said that they were very excited to announce Amazon India’s original “Inside Edge” partnering with Excel, launching in over 200+ countries worldwide. Indians love both cricket and entertainment; and Excel’s expertise in storytelling makes them the perfect choice for Amazon Original.
Excel Entertainment’s director Ritesh Sidhwani confirmed that they are working on a series but has not revealed anything about Amazon’s involvement or other details.
Sidhwani said that they have worked on the shows for the eight-nine months. Power Play is a show based on cricket and showbiz-theme. A person aware of the matter has suggested that Zoya Akhtar and Reema Kagti are also involved in the making of Power Play.
This move from Excel is also tied to its move into the digital space. The company has recently acquired a 10 per cent stake in mobile application Flickbay.
Another crime-based show is also said to be in the works. It is a gangster epic set in Mirzapur in Uttar Pradesh. The production for the same will start in December. It is said to be loosely based on Narcos, a series produced by Netflix. It will also be in Hindi and English and the producers will get a presence on Amazon’s global platform, including some degree of branding and promotion.
Amazon has set aside around $300 million from Jeff Bezos’ recently announced $3 billion additional investment. The amount will be used to produce original content as well as acquire rights of the local content. Amazon has already hired Aparna Purohit as head for creative development.
Netflix, which launched in India last year, has also announced its first Indian original series – Sacred Games.The series will be based on Indian Author Vikram Chandra’s critically acclaimed best-selling novel of the same name. For this, it has partnered with Phantom Films to produce and shoot the Hindi-English series in multiple locations of India.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
