iWorld
Prime Video continues its masterclass series at the SRFTI, Kolkata
Mumbai: Prime Video successfully conducted a highly insightful masterclass on Creating Period Dramas for New Age Audiences at the Satyajit Ray Film & Television Institute (SRFTI), Kolkata. This is Prime Video’s second masterclass, following the maiden edition at FTII, Pune, and is a testament to Prime Video’s commitment to strengthening India’s creative economy as outlined in the Letter of Engagement (LoE) inked earlier this year between Amazon India and the Ministry of Information and Broadcasting (MIB). Graced by Shri Vikram Sahay, Joint Secretary, MIB, this masterclass featured award-winning filmmaker Vikramaditya Motwane and the highly versatile actor Sidhant Gupta, both representing the much-loved Amazon Originals series Jubilee, as well as Nikhil Madhok, Head of Hindi Originals, Prime Video, India.
Building on the global success of Amazon Original Series Jubilee, this masterclass explored the art of creating outstanding period dramas such as this acclaimed series. Panelists provided insights into the creative process behind conceptualizing historical narratives that resonate with contemporary audiences. The session underscored streaming’s transformative role in storytelling and filmmaking, offering diverse opportunities for creative and technical talent to experiment with various formats, themes, and genres.
MIB Joint Secretary Shri Vikram Sahay said, “Incorporating the essence of our rich past and the legacy of our culture into contemporary storytelling not only enriches India’s soft power internationally but also provides a platform for the talent of tomorrow to take it even further. Shows like Jubilee speak volumes about our talent – not just the stars you see on- -screen, but even those behind the camera, the directors, scriptwriters, musicians, and singers. By embracing our heritage and presenting it in a modern context, we’re crafting narratives that resonate with global audiences while nurturing the creative minds that will shape the future of our entertainment industry. This has been the collective vision and endeavour of Amazon India and MIB joining hands to enable creative ecosystems in India.”
The collaboration between Amazon and MIB seeks to establish channels for nurturing creative talent in India, enhance the capabilities of prestigious film and television institutions, and exhibit ‘Made in India’ creative content on a global scale.
“It’s vital for Prime Video to host these masterclasses and invest in India’s creative talent because we believe in the power of stories to inspire, educate, and entertain,” said Prime Video head of Hindi Originals Nikhil Madhok. “By providing a platform for emerging talent and seasoned industry professionals to come together, we are not just enriching the creative landscape but also fostering an environment where innovation and originality can thrive. Our commitment to such initiatives aligns with our mission to create exceptional content that resonates with diverse audiences globally, and these masterclasses are a testament to that vision.”
Amazon Original series Jubilee creator and director Vikramaditya Motwane shared his perspective on writing multi-genre stories, “In the case of Jubilee, it was a conscious decision to merge the period drama with a murder mystery. Murder mystery as a genre has always been popular, it is one of my favourites. And I believe that if the story and characters resonate with the audience, the audience gets invested in what happens next – then episodic cliffhangers will get them to click on the next episode and encourage them to keep watching.”
Sidhant Gupta, who garnered immense popularity after his role in Jubilee as Jay Khanna, talked about the need for research to build a character in a period drama, “Research is everything in a period drama. I led with curiosity and responsibility which made me feel safe and kept the fun alive. Start slowly, start with small questions and the big questions will find us. It’s living the dream and the process demands some heavy lifting. Playing a character is an endless finding, I can only ever feel prepared enough to be able to surrender. I believe it is okay to ask as many questions as you want while researching – by the time we reach the set, we don’t feel dependent – which is an unnecessary burden on the director.”
Prime Video will be hosting additional masterclasses as part of its Letter of Engagement with MIB, at leading film institutions across the nation in the coming months.
MUMBAI: If cricket were a binge-worthy series, this one just dropped its most explosive pilot yet. The opening weekend of the 2026 edition of the Indian Premier League has come out swinging, smashing records across both television and digital platforms and reaffirming the tournament’s unmatched pull in India’s sporting and media landscape.
Backed by two high-octane matches featuring 200-plus run chases, the tournament delivered a combined reach of over 515 million viewers across linear TV and digital platforms via JioStar’s broadcast ecosystem, including Star Sports and JioHotstar. More tellingly, engagement surged alongside reach, with total watch-time hitting 32.6 billion minutes, a sharp 26 per cent jump over the opening weekend of the previous season.
The numbers reveal a deeper shift in how India watches cricket. Connected TV (CTV) consumption rose by 30 per cent, while peak concurrency on digital platforms jumped 61 per cent, signalling a growing appetite for shared, big-screen streaming experiences. On traditional television, the momentum held strong, with TV ratings (TVR) climbing 24 per cent compared to earlier seasons’ opening matches.
A key driver of this spike has been the evolution of the viewing experience itself. This season introduced differentiated feeds, most notably a Hindi CTV broadcast featuring cricketing voices such as Ravichandran Ashwin, Suresh Raina, Harbhajan Singh, Virender Sehwag and Irfan Pathan. Blending expert analysis with a watch-along format, the feed has added a conversational, almost second-screen feel without requiring viewers to leave their screens.
According to JioStar CEO for Sports Ishan Chatterjee, at the opening weekend underscores not just scale but also the depth of engagement that live cricket continues to command. He noted that the combination of large-screen viewing and digital interactivity is creating a more immersive and personalised experience, while also delivering tangible outcomes for brand partners.
From the league’s perspective, the early numbers point to a tournament that continues to reinvent itself. Arun Singh Dhumal, Chairman of the IPL, said the strong start reflects how high-quality cricket paired with enhanced viewing formats is resonating with audiences nationwide, while Board of Control for Cricket in India secretary Devajit Saikia highlighted the “quality of engagement” as a key takeaway, not just the scale.
Commercially too, the opening weekend signals robust advertiser confidence. The broadcast is led by co-presenting sponsors including Google (Search AI Mode), Campa Energy, and Havells & Lloyd, alongside co-powered partners such as Birla Opus, Hero Motocorp and Amazon. A long tail of associate sponsors from OpenAI and Asian Paints to Flipkart and Amul further reflects the league’s unmatched ability to aggregate advertiser interest at scale.
Taken together, the opening weekend numbers are less a spike and more a statement. With 515 million viewers, 32.6 billion minutes of watch-time, and double-digit growth across formats, IPL 2026 has not just started strong, it has set the tone for a season that looks poised to push the boundaries of both sport and spectacle.
