US-based e-commerce giant Amazon today launched its video streaming service exclusively for its 'Prime' members in India, allowing the users to access ad-free content, including new Bollywood releases ahead of their TV premiere.
Amazon, which had launched its flagship programme Prime in India in July, said the new service, 'Prime Video', would be offered to its members at no additional cost.
Prime offers free shipping of products with next-day or two-day delivery for an introductory price of Rs 499 a year, and was the top selling item during its five-day festive sale in October in India.Speaking to CNBC-TV18 Amazon India's Country Head Amit Agarwal says they continue to see triple digit growth year on year here.
US-based digital streaming service Netflix, which entered India in January this year, offers its subscription pack starting from Rs 500 per month.
The world's largest online retailer, which has signed content deals with Dharma Productions, T-Series, Vishesh Films and Yash Raj Films, among others, said it will be premiering new movies on its platform before their TV release.
Besides, it has signed long-term deals with Green Gold Animation and Japan-based TV Asahi Corp for kids' content.
"For the first time customers would have access to latest regional Bollywood blockbusters within weeks of their theatrical release. They will have access to Indian and Hollywood movies, US TV shows hours after they are broadcast and slate of our originals in India which will be ad free," Amazon India VP and Country Head Amit Agarwal told reporters.
He, however, declined to divulge the number of Prime subscribers in India at present.
Amazon is also focusing on local content for its video streaming service. "We will not only have Bollywood movies, Hollywood movies but also Tamil, Telugu, Bengali and Marathi movies," Amazon Video India Director and Country Head Nitesh Kriplani said.
The online market place will also be launching nine Indian original shows with another in same number in production stage. Amazon Prime Video offers users low data usage and option to download and watch the content offline.
"Customers can download for offline viewing. We have lower data usage so they can adjust the setting. We have added an additional mode of watching that other services don't have and we will continue to innovate on that," said Amazon Instant Video International Vice-President Tim Leslie.
He said the etailer today launched its video streaming services in over 200 countries, including India.
"In 2011, we added a great selection of movies and TV shows on Amazon prime in US. Since then we have continued to make Prime Video better. We have added more movies, TV shows, premium content and original content," he said.With inputs from CNBC-TV18
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