Amazon Prime Video went live this morning with its first customised interface for Indonesia, Thailand and the Philippines, making public an initiative that has been at the centre of industry talk for months and raising hopes that the platform is, finally, broadening its focus beyond India and Japan. 

This morning's announcement includes Prime Video's first three Southeast Asian originals –  improv comedy challenge shows "Comedy Island: Indonesia", "Comedy Island: Thailand" and "Comedy Island: Philippines".

The Indonesian and Filipino versions will be produced by Base Entertainment, and the Thai version by Liminal Productions.

All three versions debut on Prime Video in 240 countries/territories in 2023.

Introductory Prime Video pricing from now until 31 December 2023 is IDR 59,000/US$3.96, THB 149/US$4.10 and PHP 149/US$2.68 a month after a seven-day free trial. 

Josh McIvor, Prime Video's director of international expansion, said in the announcement that the platform's “support of local production companies in Southeast Asia is a significant step towards our broader international expansion plans and our ambition to become the most local of global streaming services". 

Prime Video has promised additional local development, beginning with Indonesian film "Seige At Thorn High" from Come & See Pictures to be directed by Joko Anwar.

"This is just the start," added Erika North, Prime Video's head of Asia-Pacific originals. 

A second film – "4 Seasons in Java" written by Kamila Andini – is also in the works in Indonesia with Four Colour Films.

In Thailand, Prime Video is working with Jungka Bangkok on "Three Idiots and A Ghost", a film based on the novel by Sal Kim and published by Wattpad.  

Also in Thailand, Prime Video has greenlit scripted series "Metal Casket" from writer/director Banjong Pisanthanakun, and "How to Fake It in Bangkok" from Halo Productions with Ananda Everingham executive producing.

At the same time, local acquisitions are also being stepped up, with exclusive rights to titles such as Indonesia's "Perfect Strangers" (launching 17 Oct), "Ashiap Man" (14 Nov) and horror feature "Kuntilanak 3" (10 Oct); Thailand's "The 100" (12 Dec) and "The Up Rank" (14 Nov); and, the Philippines "How To Love Mr. Heartless" (15 Aug) and "Whether the Weather Is Fine" (10 Oct). 

Up already are Thai action drama "My True Friends: The Beginning"; and the Philippines' "Big Night", directed by Jun Lana.