Prime Video Signs CJ ENM Deal to Bring Over 100 Korean Titles to India
Prime Video has signed a multi-year distribution partnership with Korean entertainment studio CJ ENM that will bring more than 100 Korean titles to Indian audiences over the next two years, including 26 new releases alongside a library of established dramas. Every title will carry English subtitles and be dubbed in Hindi, Tamil and Telugu.
- Platform: Prime Video
- Partner: CJ ENM
- Scope: more than 100 Korean titles over two years, including 26 new releases
- Languages: English subtitles, dubbed in Hindi, Tamil and Telugu
- Structure: multi-year, India-focused, building on an existing global partnership
Dubbing Is the Actual Strategy
The headline number is the title count, but the operative detail is the language commitment. Dubbing every title into three Indian languages rather than relying on subtitles is what separates a catalogue deal from a distribution strategy, and it is expensive enough that it signals where the platform expects the audience growth to come from.
Subtitled Korean drama has had a committed Indian following for years, concentrated in metros and among younger viewers already comfortable reading their television. Hindi, Tamil and Telugu dubs are aimed somewhere else entirely, at viewers for whom subtitles are friction rather than authenticity.
The Category Argument
Shilangi Mukherji, Director and Head of SVOD Business at Prime Video India, framed the demand as durable rather than faddish, saying the popularity of Korean content has been remarkable across Prime Video markets and that compelling narratives, diverse genres and memorable characters that transcend borders have fuelled a K-content wave gaining momentum year on year.
She also made a sharper claim about how viewers now choose. The world of entertainment, she said, has fundamentally changed, and the best stories win regardless of where they come from or which language they are told in, adding that viewers no longer choose between watching something in Hindi or Korean and that it could be either depending on what appeals to them.
That is the assumption the deal rests on: that Korean content in India has moved from a subtitled niche to a mainstream slot on the same watchlist as domestic programming, and that the remaining barrier is language rather than interest.
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