In a significant move to captivate India’s burgeoning fan base for global content, Amazon MX Player has sealed an exclusive partnership with leading Korean entertainment company CJ ENM. Starting September 8, a slate of 18 popular Korean dramas will be available for free, exclusively on the ad-supported streaming service. This landmark deal follows Amazon’s acquisition of MX Player and marks the first official content package agreement between the two entities in India.
The partnership is designed to appeal directly to Indian audiences by localizing the content. All 18 K-dramas will be dubbed in Hindi, Tamil, and Telugu, making them accessible to a much broader demographic who might not be comfortable watching with subtitles. The first title to release is the global sensation ‘Lovely Runner,’ a recent K-pop romance series that will be available from September 8. The streamer also confirmed that other fan-favorite romance titles, including ‘My Lovely Liar,’ ‘Twinkling Watermelon,’ ‘Wedding Impossible,’ and ‘Delightfully Deceitful,’ will be rolled out gradually over the next four quarters.
Amogh Dusad, Director and Head of Content, Amazon MX Player, emphasized the growing demand for Korean content in India. He stated, “Through this partnership, we’re bringing 18 premium K-dramas, including recent blockbusters, to Indian audiences on AVOD [ad-supported video on demand], many of them for the very first time.” Sebastian Kim, VP of the International Business Department at CJ ENM, echoed the sentiment, noting that the partnership is a meaningful step to reach new audiences and that the shows’ proven strengths in story and production will “strongly connect with Indian viewers.”
This collaboration signals a new phase in Amazon MX Player’s strategy to engage local audiences through high-quality, free, and dubbed international content. By making these globally loved stories readily available and accessible in regional languages, the platform aims to cement its position in India’s competitive streaming landscape.
Key Highlights:
- Exclusive Partnership: Amazon MX Player has partnered with Korean entertainment giant CJ ENM to bring 18 popular K-dramas to India.
- Free and Dubbed Content: The shows, including the hit series ‘Lovely Runner’, will stream for free starting September 8 and will be available in Hindi, Tamil, and Telugu.
- Strategic Move: The deal is the first major content package since Amazon acquired MX Player and aims to expand the platform’s reach in India by localizing popular international content.
- Gradual Rollout: While ‘Lovely Runner’ will lead the charge, other fan-favorite romance titles will be released gradually over the next four quarters.