Amazon Prime is all set to ramp up its presence in India especially with original content. It has made a sensational entry into the Indian streaming space, by announcing a partnership with Only Much Louder wherein it will stream the content featuring 14 top Indian stand-up comics for multiple special segments.
The comedians signed up by Amazon include Facebook and YouTube favourites Sapan Verma (Obsessive Comedic Disorder), Sorabh Pant (My dad thinks he's funny), Kanan Gill (Pretentious Movie Reviews) , Kenny Sebastian (Don't be that guy), Zakir Khan (Single Magar Haq Se), Biswa Kalyan Rath (Pretentious Movie Reviews), Naveen Richard, Anuvab Pal (Alive at 40), Varun Thakur (Vicky this side, Varun that side), Azeem Banatwalla (Cometh the hour), Neville Shah, Aadar Malik (Stand up – The Musical) and S Aravind (Madrasi Da). EIC Outrage special, based on EIC Outrage series will also be part of the shows.
As per their plan, all the comedians will have a 60-80 minute slot on Amazon Prime Video with zero censorship. Two stand-up specials, one featuring Sapan Verma and the other featuring Sorabh Pant, have already gone live on that platform.
"They've generated a terrific viewership as they are already on the Top 3 most-watched shows on Amazon Prime Video India," said Nitesh Kripalani, Director and Country Head, Amazon India.
The executives have promised a zero censorship stage to the artists which have created quite a buzz with officials as and audiences alike. When asked about this elaborate rebellious thought, Kriplani diplomatically said, "We have to keep cultural sensitivities in mind."
The artists seemed elated with this opportunity, especially due to the freedom they might now have to make content that they want. Comedian Zakir Khan joked, "This is exactly what we were waiting for."
This step comes in as the next move in the tight competition with the streaming giants, with Amazon having an edge over immediate rivals Netflix and Hotstar, considering that in September 2016, Netflix had announced the launch of original standup comedy series in India with comedian Vir Das while Hotstar couldn't go past AIB.
Title image: Brandequity