iWorld
Culture Machine launches digital channel Om Bhajan Bhakti
MUMBAI: Culture Machine has launched its new digital brand on devotion and spirituality, titled “Om Bhajan Bhakti”. The channel explores the spiritual and devotional space by providing unique experiences and learning to viewers.
It will combine stories from the world of devotion, pairing them with innovations such as Facebook Live and 360 degree videos of rituals, marking a first on all counts on Facebook.
The platforms’s content caters to the robust spiritual community across the globe, who can experience live streaming of some of the most visited religious places in India and participate in the actual darshan through 360 degree videos and a lot more.
“Culture Machine’s aim is to create great digital media brands that people love. As India goes digital in smaller towns and villages, our endeavour is to create brands that will reflect passions for an emergent digital audience. Facebook offers a rich toolkit for video and has become the platform of choice for us to innovate on, through both our technology and content partnership with them, we are stoked to see ‘Om Bhajan Bhakti’getting off to a great launch,” said Culture Machine CEO and co-founder Sameer Pitalwalla.
All devotees who are longing to visit the sacred Shree Siddhivinayak Ganapati Mandir, but are unable to do so, can now virtually offer their prayers and darshans through Facebook Live on Culture Machine’s Facebook page Om Bhajan Bhakti.
The channel also has exclusive live video access to holy shrines across India like Kashi Vishvanath Temple in Varanasi, Somnath temple in Saurashtra on the western coast of Gujarat, Mahavir Mandir dedicated to Lord Hanuman located in Patna and Iskon in Vrindavan.
The content on the channel is beneficial to both learned and laity, as it brings home the main theme in a simple and easy to understand format.
“Devotional content is one of the more popular categories of content in India.Innovative endeavours like ‘Om Bhajan Bhakti’, will provide people an opportunity to engage with and share things that deeply matter to them with family and friends.”said Facebook India media partnerships TV and original content Vishu Ray.
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.
