iWorld
YouTube joins the race of making original localised content
MUMBAI: Till now in several markets including India, YouTube’s ad based model is more popular than the premium ad-free service. Now, in order to draw new customers to its paid subscription service, YouTube is creating scripted series and other original programing for international markets including India, France, Germany, Japan and Mexico. However, in India, YouTube Premium is still not available.
YouTube global head original programming Susanne Daniels said in an interview that the programming will include music documentaries, reality series, talk shows and scripted series as reported by Reuters. Moreover, it will be produced in local languages which will make the platform more relevant in local markets. The localised content will be subtitled or dubbed for other markets too.
“We are targeting markets where we believe we have a tremendous upside in potential subscribers,” Daniels said. She also mentioned the talk show on cricket in Hindi, UnCricket, has performed “beyond expectations”. A reality show starring South Korean pop band Big Bang had boosted subscriptions.
Some of the content will be available on YouTube Premium, the monthly subscription service formerly called YouTube Red while other content will be available on YouTube’s free service.
The emphasis on localised content from Alphabet Inc’s YouTube will increase the challenge for Netflix and Amazon which are already heavily investing in localised content. Both the platforms are trying to expand their footprint in India too.
However, YouTube does not hold any plan for more original children’s programming as the company does not believe children’s content will drive subscriptions to YouTube Premium at this time.
iWorld
Prime Video to stream Tamil thriller Exam from May 15
Seven-episode series from National Award-winner A. Sarkunam streams in India and 240-plus countries
MUMBAI: Prime Video announced on April 27th that Exam, a taut seven-episode suspense drama set against the crucible of high-stakes competitive testing, will premiere on May 15th in India and across more than 240 countries and territories worldwide.
Written and directed by A. Sarkunam, a National Award-winner, the series is produced under the Wallwatcher Films banner by the creative duo Pushkar and Gayatri, who have previously delivered Suzhal: The Vortex (both seasons) and Vadhandhi: The Fable of Velonie for the platform. Dushara Vijayan and Aditi Balan lead the cast, with Abbas in a pivotal role.
The show will stream in Tamil with dubbed versions in Telugu, Hindi, Malayalam, and Kannada, and subtitles in 15 languages, including English, a distribution sweep that underscores Prime Video’s push to globalise Indian regional content.
Nikhil Madhok, director and head of originals at Prime Video India, framed the series as both timely and commercially astute. “Exam is a very timely and relevant story that captures the emotional intensity of competitive exams and masterfully transforms it into a thrilling high-stakes drama,” he said. “We believe it is a story that will resonate deeply with millions.” Madhok noted that it was a privilege to once again collaborate with Pushkar and Gayatri following the success of Suzhal and Vadhandhi.
For Pushkar and Gayatri, the series is as much a moral reckoning as a thriller. “With Exam, we wanted to dig into ambition, injustice, and those moral crossroads that people face when pushed to the edge,” the creative producers said. “At the heart of this story is a young woman who refuses to remain powerless. Her journey is not about glamorising defiance, but about exploring the emotional and ethical cost of standing up to a system stacked against her.” They described Prime Video as “an incredible collaborator” and “the perfect home” to bring the series to global audiences.
Wallwatcher Films, which Pushkar and Gayatri founded and run, has been on a productive streak with the platform. Beyond Exam, the company is also readying Vadhandhi Season 2 for Prime Video, making the duo one of the platform’s most active regional creative partners.
The real exam, it seems, is for Prime Video itself: can a Tamil drama about systemic injustice and a young woman’s defiance crack audiences from Chennai to Chicago? If Pushkar and Gayatri’s track record is anything to go by, the answer is likely yes, and the results will be out on May 15th.
