Amazon all set to launch Prime Video in India

Posted on Dec 13 2016 - 1:31pm by Huzoor Bux


Image: GETTY IMAGES FOR AMAZON

Indians will soon get a taste of on-demand video streaming service that costs less than a dollar a month. 

Amazon will be outlining its plans for Prime Video service in India on Wednesday. The arrival of the much-awaited service, which could happen as early as tomorrow, is expected to create a stir for incumbent players in the country.

The company told Mashable India last month that Prime Video will be part of its Prime subscription service in the country. Amazon Prime was launched in India earlier this year and costs Rs 999 ($15) for a year-long subscription. 

This itself would have made Prime Video very affordable in India, and far cheaper than its global rival Netflix, which charges at least Rs 500 ($7.5) for its service. But as part of an introductory offer, Indians can avail the yearly Prime subscription at Rs 499 ($7.5). 

This is major deviation for even Amazon, which charges users at least $8.99 for Prime Video access in the United States. But the company clearly has a more aggressive strategy planned for India. 

Over the past few months, Amazon has been on a spree of acquiring exclusive rights for local Indian content. It has partnered with several major Indian Bollywood studios and distributors including Vishesh Films, Dharma Productions and T-Series for exclusive rights for a major chunk of their respective titles.

Amazon has also acquired rights for select titles such as spin off of blockbuster Bollywood movie Baahubali, Super Bheem, Chhota Bheem and others. Amazon India is also reportedly vying for digital streaming rights for the popular Indian Premier League cricket tournament.

The results of Amazon’s months-long aggressive approach at getting local content on its platform was on display last week when the service went live in the country ahead of its launch. 

The catalog in Amazon Prime Video included titles in several Indian languages including Hindi, Bengali, Marathi, Tamil, and Telugu. Some of the Bollywood movies available were Sultan, Kabali, Kapoor & Sons, and Rock On!!, as well as some classic titles and censored movies such as Om-Dar-B-Dar and Titli. 

The English section offered titles such as Mad Men, NCIS, Seinfeld, Supernatural, Vampire Diaries, Preacher, and The Originals. And of course, the catalog included Jeremy Clarkson’s new motoring show The Grand Tour. As spotted by Medianama, some English shows including Seinfeld even had subtitles in Hindi language. 

Amazon announced last month that it will be streaming Clarkson’s The Grand Tour in over 200 countries, wittingly revealing its intentions to expand Prime Video, which was previously available in just less than half a dozen regions. 



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