I&B ministry, Amazon inks partnership to promote India's creative economy

Marketing | April 6, 2023 | News


Union Minister of Information & Broadcasting Shri Anurag Thakur today announced a partnership between the Ministry of Information & Broadcasting and Amazon India in the field of media, entertainment and public awareness.

The Letter of Engagement (LoE) was signed at The National Media Centre in presence of I&B Minister Anurag Thakur; Chetan Krishnaswamy, Vice President, Public Policy at Amazon India; and Gaurav Gandhi, Vice President, Asia Pacific, Prime Video.  Varun Dhawan was the Guest of Honour for the event. 

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. The initiative would help to reduce the period of struggle for the talented artists coming out of prestigious film institutes of India. 

About the collaboration

The Letter of Engagement (LoE) leads to a multidimensional partnership between the various organizations under the Ministry and various verticals of Amazon. These include National Film Development Corporation (NFDC), Prasar Bharati, Publications Division, and the media training institutions of Film & Television Institute of India (FTII) and Satyajit Ray Film and Television Institute (SRFTI) on the Government’s side. On Amazon's side, the LoE involves participation of Amazon Prime Video, Alexa, Amazon Music, Amazon e-marketplace, and IMDb.

Public Awareness and Highlighting India's Cultural Heritage

The Letter of Engagement with Amazon also includes aspects on promotion of Indian heritage through a dedicated catalogue of Publication Division’s books on India’s culture on the Amazon e-commerce website, and promotion of Indian music on Amazon Music and Alexa.

Speeches of the Hon’ble President and the Hon’ble Prime Minister, content related to key events of national importance and public interest campaigns, and daily news bulletins would be disseminated through Alexa and Amazon Music.

Promotion of Indian Talent

As part of the talent development component, Amazon Prime Video (APV) would sponsor scholarships, create internship programmes, and offer job opportunities for students of FTII and SRFTI. APV would undertake skill building activities in partnership with NFDC, conduct masterclasses by Indian and international film personalities in academic institutions for media and entertainment industry, and launch initiatives for honing the talent of the winners of the ‘75 Creative Minds of Tomorrow’ program.

To increase global discoverability of Indian talent Amazon would work with NFDC to increase the ease of availability of information about Indian artists on IMDb, a global database for the creative industry.

Showcasing Indian Content at a Global Stage

As part of the collaboration with the Ministry, International Film Festival of India (IFFI) Award winning films, and films produced as part of India’s international co-production treaties would be onboarded by Amazon Prime Video for being available to a global audience. APV would also explore possibilities of development of films and web-series highlighting India’s achievements to the world.

APV and MiniTV would onboard the rich archival content owned by Prasar Bharati and NFDC for easy access to the youth of the country, and across the world. Amazon would continue to collaborate with NFDC for featuring content, technology exhibitions, creator workshops, and talent interactions at the prestigious International Film Festival of India (IFFI) and regional film festivals.

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The collaboration will help build pathways to promote creative talent in India, create capacity across eminent film and TV institutes, and globally showcase Made in India creative content.

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