Amazon India partners with MIB to promote government-produced content

Amazon is partnering with the Government of India to bring movies and TV shows produced by government-run studios to its popular Prime Video streaming service. Amazon India recently signed a Letter of Engagement (LoE) with India's Ministry of Information & Broadcasting (MIB), announcing their partnership in the field of media, entertainment, and public awareness.

In a statement on the deal, Amazon said it would "strengthens our commitment to globally promote and showcase India's creative talent and stories through our multiple services". The recent partnership also comes in the run-up to the 2024 Lok Sabha elections.

Boosting India's Creative Economy

Amazon India's recent partnership is a bid to boost the country's creative economy. According to the government's official release, the partnership will help "strengthen industry-academia linkages through provisions for scholarships, internships, masterclasses, and other opportunities for students at Film and Television Institute of India and Satyajit Ray Film and Television Institute of India."

Speaking on the announcement, Union minister Anurag Thakur said that there were millions of stories to be told from the country's ancient civilization. The gamut of stories transcends time, covering a range of topics from spirituality to software, traditions to trends, folklore to festivals, and from rural India to rising India.

Government's Ploy to Control OTT Content?

India is a key growth market for Amazon and its Prime Video service. But the streaming platform has faced several antitrust challenges and legal battles with regard to religious content in the Indian market. Additionally, Amazon has also been accused of undercutting local mom-and-pop stores. So a partnership with the Indian Government could tip the scales in Amazon's favor.

However, this could also be a double-edged sword and a bid by the government to control the content on the platform. As Thakur voiced corners for the quality of content on OTT platforms, saying that OTT platforms have the responsibility of ensuring that their platforms do not propagate vulgarity and abuse camouflaged as creative expressions. Further adding that the platform must "reflect the collective conscience" of the country.

The partnership between Amazon's streaming wing and the government of India is a rare move for the Seattle-based tech giant, who committed to spend EUR 10 million last year in a three-year collaboration with the UK's National Film & Television School. Secretary, Ministry of I&B Shri Apoorva Chandra said that the partnership would lead to opportunities for Indian talent at the national and international levels.