CJ ENM is accelerating its push into India and other local markets as it expands its global content distribution network.
CJ ENM's Hong Kong subsidiary said Monday that it will release all episodes of six Thai dramas produced by True CJ Creations, a local joint venture, on Amazon MX Player, an ad-supported free OTT (AVOD) platform in India, starting on the 2nd.
The lineup includes titles based on originals that generated strong buzz in Korea, along with a wide range of content that has proven its competitiveness in the global market by adding a Thai flavor, such as "23:23" (original: "Signal"), "Start-Up" (original: "Start-Up"), and "Happiness" (original: "Happiness").
The six Thai drama series supplied to Amazon MX Player will be offered with English subtitles as well as Hindi dubbing, taking into account India's diverse viewing environment and cultural characteristics.
This collaboration is a meaningful move that builds on the partnership the two companies formed last year when they supplied 18 K-content titles, and it is expected to serve as an important opportunity to accelerate the global expansion of Korean IP-based content. In particular, the lineup spanning diverse genres from romance to thriller and sci-fi is viewed as a case that simultaneously demonstrates the outstanding scalability of Korean IP and the global competitiveness of Thai content in overcoming cultural barriers, going beyond a simple licensing deal.
"As demand for Asian entertainment continues to grow in the global market, we have pursued content collaborations from various angles, including strategic partnerships and format localization, to keep pace," an official at CJ ENM's Hong Kong subsidiary said. "Going forward, we will do our utmost to create new opportunities targeting the global market by combining Korea's mega-hit IP with Southeast Asia's excellent storytelling."
