Armed with a portfolio of original content, Amazon Prime Videos said it will continue its focus on differentiated content. The company said it also scaling up its presence in the regional language space.

Amazon Prime has also ventured into reality or unscripted shows for the Indian market. Globally, it has reality shows for the Japanese market.

“Reality shows have been a good format for television and GEC channels. For the digital platform, it will be a differentiated and innovative content,” Vijay Subramaniam, Director, Content, Amazon Prime Video India, told BusinessLine.

The company’s The Remix is an unscripted show that pairs DJs and singers to compete in a music spin-off challenge. The show winner will receive a cheque of ₹50 lakh.

Amazon Prime Video, part of the Jeff Bezos-led Amazon platform, had previously said that it will be launching three reality shows. Amazon competes with players like Netflix, Hotstar and the newly launched Zee5, among others. Netflix had last year announced two original shows from India.

Speaking on the original content pipeline, Subramaniam said that the reality shows follow the overwhelming response they company had received for its first two Prime Originals — Inside Edge and Breathe .

Amazon Prime was launched in December 2016. The company had indicated it will be rolling out close to 18 original series.

The OTT arm of the e-commerce giant has also partnered with 40-50 content creators and production houses to enhance its offerings. The partnerships include production houses such as Phantom Films, Excel Media & Entertainment, Big Synergy and AIB. Subramaniam did not give an revenue or investments that the company plans to make in creating originals.

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