Amazon launches Prime Video service in India

Mumbai:  American e-commerce giant Amazon announced the launch of its Prime Video service in India, after a year of preparation. It will be available at Rs 499 a year as an introductory offer, and includes a month's free trial.

The content library has a range of Hollywood and other international movies and TV shows. With this, Amazon Prime has announced the launch of nine Indian original shows, making it the largest Indian original line-up on an OTT (over-therop, meaning delivery of media service over the internet without a multi system operator deciding content) platform.

"After the US and Japan, India is a focus market in terms of content creation. While preparing for the launch, we realised that while there is an appetite for international library and original content (already available on Prime), Indian viewers also have an appetite for good local content. So, we went ahead and collaborated with a range of Indian talent to create the original shows," says James Farrell, head of content, Asia-Pacific, Amazon Prime and Amazon Studios.

With this pricing, it is among the cheapest of OTT services in India, along with Zee's Ditto TV. American peer and global competitor Netflix, which launched in January this year, offers three tiers of membership for Rs 500, 650 and 800 a month. Indian entities Eros Now (Rs 49 and Rs 99 a month) and Hotstar (Rs 199 a month) offer some content for free; premium content is charged. In the case of Amazon, a prime customer has access to the entire library in the country. One connection can be viewed on three devices simultaneously and accessed from anywhere in the world.

Amazon Prime Video can be watched using the new Prime Video app for Android phones and tablets, on the Prime Video app for iPhones and iPads, on the new www.PrimeVideo.com website, and on popular internet connected TVs and gaming consoles. The Prime membership also includes free shipping all over the country.

Amazon launched its prime (delivery) services in India in July this year. According to sector estimates, it has 700,000 Prime subscribers in India since launch; globally, it has 80 million Prime customers. With the India launch, Amazon Prime Video now reaches 142 countries.

"We customise our offerings according to the market we are in and do the pricing accordingly; Rs 499 a year for Prime services is a competitive price point for India," says Time Leslie, vice- president, Amazon Instant Video International.

Unlike Amazon, Netflix has a global pricing strategy. Which means the service is available at the local currency equivalent of the US rate. Netflix has global access, too, but simultaneous access on multiple devices depends on the subscription opted for.

Additionally, selected Prime Video international content is available in Indian language dubbing and subtitles, including in Hindi and Tamil. In addition to English and Hindi films, Prime Video will also offer regional movies in Tamil, Telugu, Bengali and Marathi. Many Bollywood and regional blockbusters will premiere exclusively on Amazon Prime Video within a few weeks after their theatrical release, it says. Also, many US TV shows will be available first on Amazon Prime Video the day after US broadcast. It also promises movies and TV shows from top Indian and international studios.

In addition, Amazon announced it had started production of an Indian Amazon Original Series, featuring Indian talent and filmmakers, available exclusively for Prime members. "India has one of the richest and most vibrant entertainment industries in the world...we are excited to be making multiple Indian original shows already, with more to come," said Roy Price, head of Amazon Studios. "It's no secret that Amazon is making a big investment in India and is happy to take original content, created by Indian talent, to audiences worldwide."

The Amazon Original Indian Series will have diverse genres ---drama, comedy, psychological thrillers, biopics, period/action, mythological/fantasy, sports drama and political satire. The company announced a series of titles in this regard.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.