Prime Video and CJ ENM Secure Major K-Drama Expansion for Indian Market
A multi-year distribution deal will bring over 100 Korean titles to Prime Video India, featuring localized dubbing for regional audiences. The partnership includes 26 original productions and popular scripted series tailored for the subcontinent.
Strategic Alliance Targets Growing K-Content Demand
Prime Video India and South Korean media giant CJ ENM have formalized a multi-year distribution agreement to significantly increase the availability of Korean programming in India. The deal, announced by executives in Mumbai, outlines a pipeline of more than 100 K-drama titles set to debut on the platform over the next 24 months. This initiative builds upon an existing global framework between the two entities, focusing specifically on the robust growth of the Indian streaming market.
Localized Content and Original Slate
Central to this expansion is a 26-title original slate comprising unscripted variety shows and scripted dramas from the CJ ENM catalog. Notable additions to the platform include:
- The Legend Of Kitchen Soldier
- Prison Playbook
- Search: WWW
- Dear X
- Study Group
- Law In The City
- My Dearest Nemesis
To deepen market penetration, Prime Video will provide dubbed versions of these titles in Hindi, Tamil, and Telugu. This localization strategy acknowledges that language accessibility remains a primary driver for viewer engagement outside of traditional English-speaking demographics.
Analytical Perspectives on Cross-Border Appeal
Manish Menghani, director and head of content licensing at Prime Video India, noted that the resonance of Korean content mirrors the global success of authentic Indian storytelling. He stated that moving beyond subtitles to native language dubbing simplifies the viewing experience for regional audiences. Shilangi Mukherji, head of SVOD business at the platform, highlighted that Telugu-speaking markets have shown particularly strong interest in Korean narratives, influencing the decision to prioritize regional audio tracks.
Jang Ho Seo, executive vice president at CJ ENM’s Platform Division, framed the partnership as a vehicle to reach deeper into dynamic entertainment markets. Citing the performance of current titles like See You At Work Tomorrow, Seo emphasized that the emotional depth and character-driven plots of Korean narratives have transcended geographical borders to find a permanent home in the Indian cultural mainstream.
Source: The Hindu – Entertainment
