By Adgully Bureau
Publication Date: 2025-12-08 05:28:00
The world of digital entertainment is a dynamic beast, constantly evolving to capture our fleeting attention. From the personalized feeds of short-form content to the immersive narratives of long-form series, platforms are locked in a fierce battle for eyeballs in a truly global arena. In a market as vast and diverse as India, where value for money and mobile-first consumption reign supreme, understanding the pulse of the audience isn’t just an advantage—it’s the only way to survive and thrive.
Against this backdrop, Adgully spoke to Karan Bedi, Director & Head at Amazon MX Player, and Girish Prabhu, Head of Amazon Ads India. In this exclusive interview, they pull back the curtain on how MX Player’s integration into the Amazon ecosystem is not just a business acquisition, but a synergistic leap forward in technology, data, and content distribution. They share compelling insights into their accelerated innovation roadmap, revealing how they’re navigating the complexities of brand safety, pioneering “micro-genres”, and reimagining advertising to create seamless, shoppable entertainment experiences for millions.
With MX Player now under the Amazon umbrella, what synergies have been most useful in terms of technology, data, and content distribution? How will this partnership accelerate your future innovation roadmap?
Karan Bedi: It’s been about seven months since the transaction happened. The speed of integration has been phenomenal….
