Amazon's Prime Video has reversed its previous stance and will now provide the necessary financial support for Norwegian TV series to compete in the Gullruten awards. This decision comes as a relief for the local productions, notably 'I kjærlighetens navn' and 'Festning Norge', which can now be nominated for accolades at the prestigious awards show. Vibeke Ringen, chairperson of Stiftelsen Gullruten, expressed satisfaction with Amazon’s change of heart, emphasizing that the company's involvement is crucial for the participation of these series.

Until now, Amazon had refrained from contributing the required funds, which had kept Norwegian shows from competing for Gullruten prizes, a significant platform for recognizing excellence in television. The financial backing is intended to ensure that local productions can receive their deserved recognition alongside other talents in the industry. Ringen conveyed that the inclusion of Amazon signifies their commitment to promoting Norwegian television content, fostering a competitive environment for both local creators and global platforms.

This shift not only enhances the visibility of Norwegian series but also underscores the ongoing relationship between global streaming services and local media. Amazon's choice to support the Gullruten awards reflects the growing trend of international streaming platforms investing in national content, with implications for the future of local television production and its integration into global viewership.