OTT platforms embrace regional languages in over half of content

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₹20 crore or more currently. Earlier this month, Amazon miniTV, Amazon’s free video streaming service launched a bouquet of over 200 shows and movies dubbed in Tamil and Telugu languages. The line-up of dubbed titles includes Hindi originals of miniTV such as Hunter- Tootega Nahi Todega, Physics Wallah and Rakshak- India’s Braves, besides Hollywood movies dubbed in Tamil and Telugu, including Twilight, Now You See Me, Hunger Games series, the Step Up franchise, Red, and more.

Further, the service will also bring to its customers Korean, Turkish and Mandarin shows dubbed in Tamil and Telugu languages. Aruna Daryanani, director, and business head at Amazon miniTV said in a statement that the initiative reflects the company’s dedication to cater to the preferences of its regional audiences. “The foray will enable us to associate with new advertisers as well and we look forward to building partnerships," Daryanani had added.

Meanwhile, Disney+ Hotstar too is going aggressive on the southern originals market. It has launched 20 specials in the south and five south originals – Save The Tigers and Shaitan in Telugu, KCF in Malayalam and KKK and Label in Tamil. These have emerged as success stories in terms of subscription, retention and engagement.

Save The Tigers Season 2 which was launched recently went on to become the most-watched scripted special ever in Telugu for the platform, while KKK Season 2 outperformed season one by 50%. The service is collaborating with names like Jeethu Joseph, Maari Selvaraj, Manikandan, Vijay Sethupathi, Nivin Pauly and Suraj Venjaramoodu, among others, for upcoming projects. “Quality content is language agnostic; it always finds its audience and appreciation.