iWorld
Amazon Prime Video adds Kannada content to further expand its Regional Content portfolio
MUMBAI: On Karnataka Rajyotsava (Karnataka Day), Amazon Prime Video, announced continued investment in Prime Video’s regional content library in India with the addition of Kannada movies to its service, taking the count of Indian language content available on the service to six, the others being Tamil, Telugu, Marathi, Bengali and Hindi.
Starting November 1, Prime members in India will get access to popular Kannada film titles, including latest theatrical releases, hit movies from recent years as well as highly anticipated titles set to release in 2019. As part of the new Kannada bouquet Prime members can access and stream recently released movies like Sankashta Kara Ganapathi, Vardhana and Andhagaara. Additionally, Prime Video has acquired the digital rights for highly anticipated upcoming Kannada movies Avane Srimannarayana and Orange, amongst others.
Vijay Subramaniam, Director and Head, Content, Amazon Prime Video India, said, “It has been our constant endeavor to offer best-in-class content to our customers in India. We have the largest selection of latest and exclusive Indian and international titles that customers love and enjoy. We are happy to further this effort with the addition of Kannada movies on Prime Video India. By expanding our content across languages, we hope to provide greater choice to our consumers and give local creators and talent a service that reaches a wide viewer base. We will continue adding the best of Kannada content to our newly formed library over the next couple of months – this is just the beginning!”
The Kannada content library starts with the digital premiere of recently released hit film Katheyondu Shuruvgide, written and directed by Senna Hegde and produced by Rakshit Shetty, Pushkara Mallikarjunaiah and Vinod Divakar. The romantic drama feature stars Diganth Manchale and Pooja Devariya in the lead. The film has received appreciation during its theatrical release, and will be available exclusively on Amazon Prime Video. Katheyondu Shuruvgide will also be available with English subtitles across multiple territories. Earlier this year, Prime Video had premiered one Kannada title – the comedy blockbuster, Humble Politiciann Nograj which customers loved.
Rakshit Shetty, actor, producer, writer and director, said, “Prime Video has changed the way the people in India and around the world consumes content. It has broken barriers, allowing consumers not just in the country, but also outside to discover and enjoy stories from their place of origin. It is a great unifying thread. I am thrilled that my upcoming film Avane Srimannarayana, will have its worldwide digital premiere on Prime Video, and my production Katheyondu Shuruvgide, sees it digital debut on the service today – on Karnataka Rajyotsava!”
Amazon Prime Video has the largest selection of latest & exclusive movies and TV shows, stand-up comedy, biggest Indian and Hollywood films, US TV series, most popular Indian & international kids’ shows, and award winning Amazon Prime Originals, all available, ad-free, with a world class customer experience. Besides Kannada, the platform also includes titles available in Hindi, Marathi, Tamil, Telugu and Bengali.
To watch the newest releases in Hollywood & Bollywood, the latest US TV shows, kids’ favorite toons and Amazon Prime Originals, please visit www.PrimeVideo.com or download the Amazon Prime Video app today and sign-up for a Prime membership only at ₹999 annually or ₹129 monthly.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
