iWorld
ZEE5 Super Family will unify and gamify India: Taranjeet Singh
MUMBAI: ZEE5 is approaching the stiff competition in the crowded over-the-top (OTT) space with innovative measures. Taking the trend of gamification one step ahead, it is prepping to launch a new property – ZEE5 Super Family (ZSF). While fantasy games have been targeting men usually, ZSF is targeting women by gamifying Hindi GEC content.
Although quizzes and games are not new in the non-fiction segment, they are on the fiction side. Even rare is engaging women via gamification. ZEE5 is attempting both.
“It’s an interesting format where users get an opportunity to create their own super family and they will have a whole set of saas, bahu, beta, dost and users can decide how the chosen character will act out on that day’s TV episode and have a chance to win gratifications. We are actually looking at really good gratification with brands like car, smartphones, gif vouchers, ZEE5 subscriptions for the people who win the game at the end of the day,” ZEE5 India business head and chief revenue officer Taranjeet Singh said.
To make it user-friendly, ZSF will include detailed easy-to-understand video tutorials that will assist viewers in playing the game and excel it to earn higher scores. The game also allows viewers to modify their family characters to improve scores and move ahead. The aim is to get higher engagement and traction. The game will go live between the end of this quarter and the beginning of the next.
Gamification isn’t new for ZEE5. In 2019, the platform introduced games around big IPs in non-fiction format like Saregama and Dance India Dance which saw a surge in user engagement on the back of interactive content.
“For us, building gamification helps from an audience engagement perspective and also from a brand point of view, it is really critical. We have launched Play5 which helps brand integrate with our content, where we have trading games across our live shows and other non-fictional programmes. It also helps to create casual games and hyper-casual games for users where brands can have integration,” Singh stated.
The platform is in the process of partnering with major brands. He explained two reasons for brands to come on-board – the opportunity to be part of the gratification and integrating brand messaging in the games.
The platform is in talks with PPG brands, personal care brands, and mobile phone companies. “It’s not about one particular genre. Brands which are interested in reaching out to family audiences, or particularly women, will find this platform as a great opportunity to integrate their messaging and build integration within the game,” Singh said.
Singh is also optimistic about the growth of interactive content around fiction shows. He said that it is evident from social chatters that people love talking about their favourite shows when they discuss characters, programmes. Moreover, the OTT space is gradually becoming hyper-personal. “Most importantly, it is a massive opportunity to create better personalisation from the brand side,” he summed up.
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.
