iWorld
India TV’s grand screenplay: new OTT app offers a family plot twist
MUMBAI: India TV, the erstwhile broadcasting juggernaut, has curtailed its dependence on conventional linearity, launching its brand-spanking-new India TV OTT App. This isn’t just another streaming service; it’s a calculated manoeuvre to expand the group’s digital footprint, offering a veritable smorgasbord of news, the cult classic Aap Ki Adalat, fitness regimes, devotional content, infotainment, lifestyle tips, and a plethora of podcasts.
The timing is no coincidence, capitalising on the booming digital content industry where platforms enjoy a liberating freedom from the shackles of traditional censorship. This strategic pivot leverages India TV’s established reputation for credible news and its uncanny knack for understanding the Indian psyche.
The move into the OTT arena is underpinned by a laser focus on “premium, exclusive and streaming audience-first content.”
Forget dusty archives; this app is brimming with bespoke digital delights, including news, podcasts, learning shows, and even original AI-generated stories.
What really sets the India TV OTT App apart in a rather crowded market is its commitment to delivering “meaningful content in a clutter-free, family-friendly space.”
This audience-first gambit, coupled with OTT’s inherent flexibility and accessibility, positions India TV to significantly amplify its presence in the ever-evolving digital landscape.
India TV managing director Ritu Dhawan said: “Our vision for the India TV OTT App is to be the single, trusted digital destination for every Indian family.” She added, “We’ve meticulously crafted it to deliver credible information and enrichment, fostering collective viewing experiences that truly strengthen family bonds. It’s our unwavering commitment to providing a safe, inclusive, and thoughtfully curated space for all.”
For those keen to tune in, the India TV OTT app is readily available on the Play Store of Smart TV platforms. Designed for communal viewing, it spares households the tedious chore of flicking between multiple apps or wrestling with myriad subscriptions.
Boasting a user-friendly interface, smart navigation, and seamless live streaming across genres, the app is undeniably future-ready. With this shrewd expansion into OTT, India TV continues to lead the charge in content innovation, reinforcing its pledge to serve a multi-platform, multi-generational audience with content that is not just credible and inclusive, but truly made for India.
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.
