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Hotstar, now integrated as JioHotstar, is investing $445 million in south Indian originals, announcing 25 titles to expand its footprint. This follows the Reliance-Disney merger, leveraging combined strengths.
The slate features regional languages, with focus on innovative formats. Executives cite outperforming growth in the south as rationale.
Partnerships with state governments, including Tamil Nadu, will foster talent through initiatives like writing labs.
The strategy includes acquiring films and series, enhancing non-scripted offerings. This positions Hotstar for sustained viewer engagement.
Market response has been positive, with emphasis on cultural relevance. The investment spans five years, ensuring long-term commitment.
