Amazon's Prime Video has reversed its decision and will now provide financial support for the Gullruten awards, a significant development for the Norwegian television industry. The Gullruten awards require that participating TV channels contribute a specified amount, which Amazon had previously declined to support. This move is expected to help sustain the recognition and celebration of Norwegian television programming.

The support provided by Amazon opens up opportunities for the Norwegian series 'In the Name of Love' and 'Fortress Norway' to be eligible for nominations at the prestigious event. This decision has been confirmed by Vibeke Ringen, the chairperson of the Gullruten Foundation, who expressed optimism about the renewed collaboration to contribute to the visibility of domestic productions.

Overall, this shift in Amazon's stance reflects the growing significance of streaming platforms in local award ceremonies and their influence on content recognition. Analysts suggest that this move could also encourage more local productions to seek partnerships with major streaming services, enhancing the overall diversity and quality of content available in Norway.