Amazon’s new genre Cricketainment to reach 200 countries


Online streaming platform Amazon Prime Video and Farhan Akhtar and Ritesh Sidhwani’s Excel Media & Entertainment have come together to launch Amazon India’s first original show, Inside Edge. The story follows the ups and downs of a team through a season of the powerplay league and all that comes with it greed, ambition, corruption and even some cricket. Created by Karan Anshuman, Inside Edge is a story of passion, courage and love; one that pulls no punches, minces no words and takes no prisoners.

Nitesh Kripalani, director and country head, Amazon Video India, says: “We are excited to announce that our first original, Inside Edge, will be launching in over 200 countries. We Indians love both cricket and entertainment, and the production house’s expertise in storytelling makes them the perfect choice for our first ever original. We are committed to changing how content creators create content in India, and our association with Farhan and

Ritesh on Inside Edge is the first step towards fulfilling that promise.“ Farhan adds, “The choice of watching original new-age shows at their convenience is exciting for viewers and we are thrilled to bring them the first Indian Amazon Original. These are super exciting times for creators, allowing us to bring to life a story that is not confined by time or schedules.“

Ritesh enthuses, “We love telling stories and are looking forward to making our digital debut. It’s our first step in taking our shows global and the video streaming site is providing us the platform for widening our reach. The creation of this limited-episode series will fuel the next wave in entertainment.“

The producers of the show Excel Media & Entertainment is known for its much-acclaimed films like Dil Chahta Hai, Lakshya, Rock On!!, Zinda gi Na Milegi Dobara and Dil Dhadakne Do. The production house will be collaborating with the online platform to develop original content for the OTT (over-the-top) service.