I&B Ministry and Amazon India Partner to Highlight India’s Cultural Heritage

The Ministry of Information & Broadcasting (MIB) has entered into a partnership with Amazon India in the field of media, entertainment, and public awareness. The partnership aims to create a conducive atmosphere for the entertainment industry in India and help talented artists coming out of prestigious film institutes in the country. The Letter of Engagement (LoE) spans across various aspects of the creative industry and involves several organizations under MIB and various verticals of Amazon.

I&B Ministry and Amazon India Partner to Highlight India's Cultural Heritage

About the Partnership

The LoE leads to a multidimensional partnership between the various organizations under the MIB and various verticals of Amazon. The organizations on the MIB’s side include the National Film Development Corporation (NFDC), Prasar Bharati, Publications Division, and the media training institutions of Film & Television Institute of India (FTII) and Satyajit Ray Film and Television Institute (SRFTI). On Amazon’s side, the LoE involves participation of Amazon Prime Video, Alexa, Amazon Music, Amazon e-marketplace, and IMDb.

Public Awareness and Highlighting India’s Cultural Heritage

The partnership with Amazon also includes aspects on promotion of Indian heritage through a dedicated catalogue of Publication Division’s books on India’s culture on the Amazon e-commerce website, and promotion of Indian music on Amazon Music and Alexa. Speeches of the Hon’ble President and the Hon’ble Prime Minister, content related to key events of national importance and public interest campaigns, and daily news bulletins would be disseminated through Alexa and Amazon Music.

Promotion of Indian Talent

As part of the talent development component, Amazon Prime Video (APV) would sponsor scholarships, create internship programs, and offer job opportunities for students of FTII and SRFTI. APV would undertake skill-building activities in partnership with NFDC, conduct masterclasses by Indian and international film personalities in academic institutions for media and entertainment industry, and launch initiatives for honing the talent of the winners of the ‘75 Creative Minds of Tomorrow’ program.

To increase global discoverability of Indian talent, Amazon would work with NFDC to increase the ease of availability of information about Indian artists on IMDb, a global database for the creative industry.

Showcasing Indian Content at a Global Stage

As part of the collaboration with the MIB, International Film Festival of India (IFFI) Award-winning films and films produced as part of India’s international co-production treaties would be onboarded by Amazon Prime Video for being available to a global audience. APV would also explore possibilities of development of films and web-series highlighting India’s achievements to the world.

APV and MiniTV would onboard the rich archival content owned by Prasar Bharati and NFDC for easy access to the youth of the country and across the world. Amazon would continue to collaborate with NFDC for featuring content, technology exhibitions, creator workshops, and talent interactions at the prestigious International Film Festival of India (IFFI) and regional film festivals.


The partnership between the Ministry of Information & Broadcasting and Amazon India is a major step forward for the entertainment industry in India. The partnership aims to provide opportunities for Indian talent at the national and international level, promote Indian heritage and culture, and showcase Indian content at a global stage. With the help of this collaboration, the Indian entertainment industry is set to reach new heights.


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