Latest news with #AmoghDusad
Khaleej Times
12-06-2025
- Entertainment
- Khaleej Times
UAE: Are micro dramas; short-form content the next big thing in entertainment?
Storytelling is an art and shorter the story, the more gripping it is! Digital platforms have observed a rapid and consistent rise in short form content aka micro dramas. They're explosive, addictive and raring to capture the Indian and Middle East market (after China). OTT content is preferred and consumed by viewers and this has led to the advent of micro dramas. This is the latest format of storytelling that is enthralling and captivating the audiences like never before. Micro dramas are bite-sized episodes that typically last between 2-10 minutes, making them clickable, viewable and likeable on digital platforms. After capturing the China market last year, they're gaining momentum in UAE and India. 'We see micro dramas playing a key role in our content strategy as a response to an emerging consumer need. Most users carry their phones with them throughout the day and often seek short bursts of entertainment during breaks or while on the move,' says Amogh Dusad, director and head of content, Amazon MX Player. 'However, they might not always have the time or luxury to binge-watch a full-length show.' Micro dramas fit perfectly into this use case. They allow platforms to offer engaging, high-quality storytelling in a shorter format, catering to viewers who want quick, satisfying content experiences. The why and how of micro dramas Micro dramas have gained immense popularity on social media platforms, streaming services, and mobile applications. These are shot at minimum 2-minute to 10-minute storytelling per episode. These dramas are designed to be concise, engaging, and easily digestible, catering to the fast-paced lifestyles of modern audiences. Micro dramas are in a vertical format and ideal for smartphone viewing. They've become ideal for creators to produce and distribute content, reaching a vast audience with minimal resources. In the Middle East, with rising use of smartphones, micro dramas has potential to offer storytelling focused on local culture. Indian influencer RJ Karishma is super excited about an upcoming micro drama that she's a part of. 'Micro dramas are amazing because they are a great place to showcase acting skills. In shorter reels, you often don't get to show what you're capable of,' she said. 'Here you get to tell the viewers a longer story, keep them gripped and in my case, I'm playing multiple characters all by myself, so I'm looking forward to this.' Micro dramas are pulling in big viewers who want to watch their favourite influencers on mobile screen and enjoy the rapid-fire episodes one after another. Perhaps, MDs are an extension of reels but in a prolonged storytelling format. Another benefit of micro dramas is easy plug-in of brands in between the storyline. Micro dramas are available on various OTT platforms and the Apple and Google stores, in addition to TikTok, Instagram and YouTube. What the trends suggest The global micro short drama market is expected to grow at an annualised rate of 7.1% between 2024 and 2030, driven by the increasing popularity of short-form content on digital platforms. According to a report by the market researcher Lucintel, the Asia Pacific region is expected to witness the highest growth in the micro short drama market, with countries like China and India leading the charge. Market trends also indicate an interest and gradual demand for micro dramas in the UAE. When the viewer can get the dopamine-induced content packaged in 5-10-minute episodes, why would they opt to watch a 45-minute episode? 'I think the writing of micro dramas and the way these shows are shot is significantly different from the usual OTT web series that we do,' Amogh says. 'The storytelling is much faster paced, it's slightly elevated and it has multiple gratification hook points and fast-moving plots. I think that is what keeps viewers engaged and move on from one episode to the other.' Micro dramas offer several benefits to creators, actors and viewers. They're engaging and interactive, increasing audience participation and loyalty. Next, they are cost-effective and less expensive to produce than traditional long-form dramas. Unlike films, micro dramas can be easily distributed across various digital platforms, allowing creators to reach a wide audience. 'Shooting for micro drama series is fun! Micro dramas are all continuous and the end of an episode coincides with the cliffhanger that diverts you to the next one,' RJ Karishma says. 'It's a new format so everything from shooting in portrait to keeping the edits sharp is a challenge.' The newest storytelling format has several opportunities for creators, actors and audiences. Micro dramas are opening up new business models, such as subscription-based services and branded content. Micro dramas remains a hot topic for the moment but with shorter attention span, more eyeballs and further more hunger for content, will they change the way audiences consume content? 'I really don't think that it fundamentally changes the way consumers are consuming content; I think the new opportunity lies in the emerging use cases of consumption and its more really this and that way of consumption,' Amogh said. 'Like, use case of binge watching a series, watching a weekly show or watching a vertical serialised micro drama through thumb scrolling, they all are probably addressing different use cases but they don't necessarily mean different consumers. The same consumer at different points in the day might not watch or view something which is bite size, probably on a long weekend want to have a deeper engagement in the form of binge watching.' Undoubtedly, micro dramas are revolutionising the way we consume entertainment, offering a new era of storytelling that is concise, engaging, and accessible. With the rise of digital platforms and social media, micro dramas have become an ideal way for creators to produce and distribute content, reaching a vast audience with minimal resources. As the micro drama market continues to grow, we can expect to see new business models, increased accessibility, and a wider range of diverse voices and perspectives. Whether you're a creator or an audience member, micro dramas are definitely worth checking out.
Hans India
23-05-2025
- Entertainment
- Hans India
Reimagining brand storytelling: Amazon MX Player champions ‘Content Marketing 2.0' at Goafest 2025
In a powerful showcase of how streaming is transforming brand narratives, Amazon MX Player took center stage at Goafest 2025 with a thought-provoking masterclass titled 'Content Marketing 2.0'. Led by Amogh Dusad, Director & Head of Content at Amazon MX Player, the session dissected the evolution of content marketing in a world increasingly driven by digital immersion and viewer autonomy. Amogh delivered a compelling exploration of what's next for brands in the streaming era, challenging traditional ad formats and spotlighting the rise of intentional, content-driven engagement. With OTT platforms now reaching over 83% of India's connected audience, and 72% of viewers skipping conventional ads, Dusad made a persuasive argument for moving beyond the 20-second pitch to create deeper, more narrative-rich brand experiences. 'In an era of choice, viewers gravitate toward content that feels relevant, real, and reflective of their lives,' said Amogh. 'At Amazon MX Player, our content strategy is anchored in cultural authenticity and audience insight, which makes us a natural partner for brands looking to resonate in meaningful ways.' The session offered a behind-the-scenes look into how Amazon MX Player builds its diverse slate — blending storytelling with sociology. From gritty tales of real-life resilience in Physics Wallah and Rakshak: India's Braves, to youthful narratives like Campus Diaries and Gutar Gu, the platform curates content with emotional and societal depth. Shows like Jamnapaar and Hustlers further emphasize themes of progress, identity, and aspiration — all fertile ground for authentic brand messaging. Attendees were also treated to an exclusive preview of Rise & Fall, an upcoming reality series hosted by Ashneer Grover. Described as a fusion of survival grit and societal critique, the show signals Amazon MX Player's next step in creating brand-integrated, genre-pushing content experiences. With its dynamic format, Rise & Fall offers advertisers a new playground for curated, high-impact storytelling moments. Amogh emphasized that the future lies in symbiotic partnerships, where brand objectives align organically with viewer expectations. 'When content and commerce converge with purpose, brands don't just get visibility—they gain memorability,' he noted. 'We've seen how thoughtful integrations across our originals amplify both viewer engagement and campaign performance.' The masterclass reaffirmed Amazon MX Player's positioning not just as a content platform, but as a strategic partner for marketers navigating India's digital-first consumer landscape. With Content Marketing 2.0, the platform is paving a path where brand messages are not just seen—they're felt.
Hans India
02-05-2025
- Entertainment
- Hans India
Amazon MX Player Expands Global Content Lineup with Over 20 New Dubbed Titles at WAVES 2025
Streaming just got more exciting this May as Amazon MX Player, the free video-on-demand platform from Amazon, unveiled a fresh collection of over 20 internationally acclaimed shows during WAVES 2025 (World Audio Visual & Entertainment Summit). The newly announced additions span Korean, Chinese, and Turkish dramas, along with a groundbreaking launch of an Anime segment — a first for the service. This bold content expansion strengthens Amazon MX Player's leadership in the AVOD (advertising-based video on demand) space, with its dubbed international library now crossing the 200-title mark. Audiences across India can enjoy these stories in Hindi, Tamil, and Telugu — with more shows dropping each week. The upcoming titles bring a wide variety of storytelling styles: from the gripping office drama Fake It Till You Make It and heartwarming tales like Wenderella's Diary, to emotionally intense Turkish series like Chrysalis, and the imaginative Fish Knows You. Fans of Korean entertainment can look forward to favorites such as Gaus Electronics and Pride and Prejudice, blending romance, comedy, and drama. In a major highlight, Amazon MX Player is also rolling out Anime for the first time, showcasing renowned franchises including Spy × Family, Demon Slayer, One Punch Man, and Jojo's Bizarre Adventure, all dubbed in Hindi and accessible without any subscription fees. Amogh Dusad, Director and Head of Content at Amazon MX Player, shared his thoughts at the summit: 'We're delighted to introduce a new wave of international content, including our much-awaited Anime lineup. Our goal is to bring global stories closer to Indian viewers by offering them in local languages, completely free of cost. This is a big step toward making world-class entertainment more inclusive and engaging for all.' These new titles, covering a wide spectrum of genres and cultures, will be available to stream at no charge exclusively on Amazon MX Player via its mobile app, the Amazon shopping app, Prime Video, Fire TV, Airtel Xstream, and smart TVs.
Broadcast Pro
20-04-2025
- Entertainment
- Broadcast Pro
Eccho Rights and Amazon MX Player expand deal with new Turkish series
The free streaming service in India is already home to Eccho Rights titles such as 'My Home My Destiny', 'The Promise', 'New Bride' and 'Cennet'. Amazon MX Player, Amazon's free streaming service, has extended its partnership with international distributor Eccho Rights to bring two of Turkey's drama series, Golden Boy (Yalı Çapkını) and Chrysalis (Camdaki Kız), to viewers across India. This move reinforces MX Player's growing commitment to delivering premium international content to Indian audiences in their preferred languages. Amogh Dusad, Director and Head of Content, Amazon MX Player, said: 'This partnership is an exciting continuation of our journey with Eccho Rights. At Amazon MX Player, our goal is to present our Indian viewers with compelling stories that transcend borders in a language of their preference. With Golden Boy and Chrysalis, we're bringing two emotionally rich and visually stunning dramas that have captured hearts across the globe.' 'These are two of the most important drama titles we have seen come out of Türkiye in the past five years, and while both have enjoyed enormous success on the international stage so far, bringing them to the world's largest consumer market in India represents another landmark step for Turkish Drama,' added Melis Hamamcıoğlu, Director of Digital Media Acquisition & Content Sales at Eccho Rights, who closed the deal. Golden Boy, produced by OGM Pictures and currently in its third season, premiered on Star TV in 2022 and quickly became a ratings juggernaut in Turkey. The series tells the story of two sisters, Seyran and Suna, whose lives spiral into chaos when the wealthy and impulsive Ferit chooses one of them to marry. With its blend of family drama, secrets and revenge, the show stars Afra Saraoğlu, Mert Ramazan Demir and Çetin Tekindor. Chrysalis, also by OGM Pictures, debuted on Kanal D in 2021 and dominated Turkish viewership rankings for over a year. A recipient of the Golden Butterfly Award for Best Drama Series, the show follows Nalan, a young woman in search of love and identity, as she unravels painful truths about her life and relationships. The two new additions build on Amazon MX Player's previous collaborations with Eccho Rights, which have brought popular Turkish dramas like My Home My Destiny, The Promise, New Bride, Cennet, Hear Me, Dreaming of You and Love Puzzle to Indian audiences. All Turkish titles are available to stream for free on Amazon MX Player via its mobile apps, Amazon shopping app, Prime Video, Fire TV, Airtel Xtreme and connected TVs, further expanding the reach of Turkish storytelling in India.
