In a deal that will see more than 100 K-Drama titles roll out on the streaming platform over the next two years, Prime Video India and Korean entertainment company CJ ENM have entered into a multi-year distribution partnership. Earlier this week, representatives from both organisations convened at Mumbai to make the announcement.
This includes a slate of 26 original titles — a mix of K-Dramas, unscripted offerings from CJ ENM, as well as a host of other popular shows such as the breakout K-Drama The Legend Of Kitchen Soldier, Prison Playbook, Search: WWW, Dear X, Study Group, Law In The City, and My Dearest Nemesis— that will now find a home at Prime Video.
What makes this collaboration, an extension of the existing global deal between Prime Video and CJ ENM, particularly significant is that all new and upcoming titles will be dubbed in Hindi, Tamil and Telugu. Korean content, for a while now, has enjoyed a significant fan following across the country. While shows were largely made available with English subtitles, having them dubbed in regional languages underscores the growing audiences that K-Dramas have.
(From left to right) Jang Ho Seo, Shilangi Mukherji and Manish Menghani
| Photo Credit:
Prime Video
“When it comes to the popularity Korean shows enjoy in India, it has become all about the content resonating with audiences. Much like how authentic and rooted Indian content resonates with audiences globally, Korean content has been demonstrating this time and again. While we started with content being made available with English dubbing and subtitles, the experience of watching a show dubbed in their language will now be so much better for our regional audiences,” said Manish Menghani, director and head of content licensing, Prime Video, India.
Shilangi Mukherji, director and head, SVOD business, Prime Video India, pointed out that regional audiences, which include Telugu-speaking viewers in particular, have been a significant audience for K-Dramas and were among the factors that prompted them to explore platforming shows dubbed in other languages. “The popularity of Korean content has been remarkable across our Prime Video markets. Compelling narratives, diverse genres, and memorable characters that transcend borders have fueled a K-content wave that continues to gain momentum year on year,” she said.
In a discussion with the media that reflected on the recent success of shows such as See You At Work Tomorrow, currently streaming on Prime Video, Jang Ho Seo, executive vice president, Platform Division, CJ ENM, said that the partnership with the streaming platform in India was a reflection of their ongoing commitment to expand the global reach of K-Dramas.
“We are pleased to collaborate and bring CJ ENM’s acclaimed K-dramas to a wider audience in one of the world’s most dynamic entertainment markets, and look forward to connecting more deeply with Indian audiences and sharing the richness and emotional depth of K-dramas with viewers across the region,” he said.
