Prime Video is shifting a greater share of its overall TV spend to Britain, according to Amazon UK boss Chris Bird.
Bird was speaking on a Royal Television Society (RTS) panel predicting the year in UK TV, alongside the likes of Fremantle UK boss Amelia Brown, who said the industry has “lost its guts a bit” when it comes to taking risks.
Bird said Amazon commissioning budgets are “really healthy and strong” this year in Britain despite American contraction, and “as we go forward a greater share of investment at global level is centered here in the UK.” Last year, Amazon initiated a major international restructure that saw layoffs in the Africa and MENA regions as focus shifted to Europe, although there were also some European firings amid the downturn.
Bird pointed to Amazon tentpole Lord of the Rings: The Rings of Power, which is
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