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Amazon Announces Video Content Ambitions

Amazon Studios

Amazon announces its intentions to produce original comedy and children’s series for the Amazon Instant Video network, which it began creating in 2010.

Online retail giant Amazon today announced that Amazon Studios is expanding its development efforts into comedy and children’s series. Amazon Studios is Amazon’s content development division that intends to rely heavily on audience feedback in order to develop popular productions.

Amazon is currently calling for ideas from scriptwriters, with the best comedy and children’s series being produced and distributed through Amazon Instant Video, Amazon’s digital video streaming service.

“Amazon Studios wants to discover great talent and produce programming that audiences will love,” said Roy Price, Director of Amazon Studios. “In the course of developing movies, we’ve heard a lot of interest from content creators who want to develop original series in the comedy and children’s genres. We are excited to bring writers, animators and directors this new opportunity to develop original series.”

The move is considered to be part of Amazon’s general direction towards developing more content in-house, which will include e-books as well. For this reason, Amazon has been labelled the “anti-Apple” by Forbes, in that Apple’s focus is the creation of devices, hardware and platforms rather than the media content itself.

Amazon Studios launched in November 2010. Since then, more than 700 test movies and 7,000 scripts have been submitted and 15 movie projects are currently under development, according to Amazon.

For a online retailer the introduction of content development and production seems like an odd move for Amazon, however more and more retailers are turning to content in order to complement their core business.

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