Gearing up for its Prime Video service launch in India, Amazon is firming up its content strategy by associating with several Bollywood production houses for films and original TV shows.
The company has entered into a licensing deal with Dharma Productions that will make Prime Video India the subscription streaming home for new releases and popular films from the production house.
An industry source further told FE that Amazon is also in talks with Yash Raj Films (YRF) to stream movies on its soon-to-launch video platform.
The landing page of the platform features a poster of the YRF production and Shah Rukh Khan starrer Fan with a ‘coming soon on Amazon Prime’ tagline. Amazon and YRF have declined to comment on the association.
Although Amazon is tight-lipped about the launch date of Prime Video in India, industry experts suggest that it could be around the festive season this year. On its website, the company states that one will enjoy a wide selection of Bollywood and regional movies, US TV shows and more as it continues to add new and exclusive content, including original Indian TV shows.
As part of the long term agreement, Prime Video will premiere upcoming Dharma releases including Ae Dil Hai Mushkil, Ok Jaanu – official remake of Tamil film Ok Kadhal Kanmani and Badrinath Ki Dulhania.
Amazon has also inked deals with Vishesh Films for its film catalogue and Excel Entertainment to create original TV shows for the platform. Interestingly, TV shows and films is not where Amazon intends to stop at, given the competition in the OTT space. The company has also picked up the IPL tender that shows its interest to bid for the digital rights of the T20 cricket property.
Amazon CEO Jeff Bezos had earlier announced that his company would be investing an additional $3 billion in India, taking the company’s total investment in the country to more than $5 billion. It reportedly planned to invest around $300 million in producing original content for India.
Amazon had launched its Prime subscription service in India in July.
It is currently available for a free 60-day trial after which the annual subscription fee will be Rs 499, going up to Rs 999. In the US, a Prime subscription costs $99 and in the UK, £96. Amazon Prime already offers unlimited free one-day and two-day delivery to over 100 cities on eligible items from the selection of products, 30 minutes early access for members on top deals and more benefits.