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JioHotstar revealed plans to invest $444 million in south Indian content, unveiling 25 original titles to bolster its regional presence. The strategy targets growing demand in Tamil, Telugu, Kannada, and Malayalam markets.
The initiative includes collaborations with local talent, aiming for consistency and discovery. Executives highlighted the south's role as a growth engine.
A partnership with Tamil Nadu government focuses on nurturing young creators through writing programs. This marks a significant push into non-scripted formats.
Stars like Vijay Sethupathi lead the slate, promising diverse storytelling. The investment totals Rs 4,000 crore, emphasizing scale.
JioHotstar's move responds to viewer behavior shifts, prioritizing regional-first content. It positions the platform against competitors.
The announcement at South Unbound event signals ambitious expansion. Production begins soon, with launches across markets.
