Yesterday Amazon launched the Prime video services in India and 241 other countries. But there is great news for the Indian people. The Amazon Prime video services will come at a certain cost in other nations. But in India, the Amazon Prime is not taking up any extra charge for all the new and existing Amazon Prime subscribers. You will get a lot of options. It includes an unlimited One-day and two-day shopping facility. You will also get 30 minutes early access to the top deals on this e-commerce platform. The introductory price of Amazon Prime video services is Rs 499 in a year. It will later go up to Ra 999 in a year if you want to subscribe to a higher and better service.
Indian market for Amazon Prime
The Prime video services will allow, three simultaneous videos streaming in a single account. According to the India head of Amazon Amit Agarwal, “Right now our focus is to make Prime a daily part of our customers’ life. Providing them a great shopping experience as well as unique, compelling content that is not available anywhere else.” Apart from India, Amazon Prime services are also launched in 241 other countries. And on Wednesday itself, the Prime video services was available in the UK, US, Germany, Japan, and Austria.
For Amazon, India is undoubtedly one of the best growth markets. It has also come up with some original shows with local content and Bollywood movies. It will woo the Indian viewers. After Netflix, Amazon Prime is the second largest international video content player that launched in India. It has got an excellent collection of local shows in its collection.
Amazon Prime content Varieties
According to James Farrell, the head of Amazon content, Amazon did extensive research on what exactly the customers are searching. The survey says Indians want latest movies at the earliest. They want kids content and original content. Amazon Prime video makes sure that it contain a lot of all these. The Amazon video team is busy in making the deals with Indian studios and the big content creators. They focused on streaming the videos to their site only. And this is why they made content deals with Yash Raj Films, Dharma Productions, Excel, Warner, Paramount, CBS, SVF, TV Asahi, Lionsgate, NDTV, CBeebies and much more.
Glimpse of contents
The content lineup will include many blockbusters. These include Kabaali, Sultan, Batman vs. Superman-Dawn of Justice. It also includes the top US TV shows like Mr. Robot, Lethal Weapon, Two and a half men, the Good Wife, and The Night Manager. It also has an excellent collection of top kids’ shows like Chhota Bheem, Doraemon and Oggy and the Cockroaches. If you are looking for Indian shows, you will get Tarak Mehta Ka Ooltah Chashma, CID, and Crime Petrol. There is also Indian stand-up comedy shows like AIB.
In India, there will be new original series available like Mozart in the Jungle and the Grand Tour. Apart from the English and Hindi, the Amazon Prime video offers regional movies in regional languages like Bengali, Tamil, Telegu, and Marathi. The local films include Kaashmora, Killing Veerappan, Their, 1-Nenokkaadine, Family Katta, and Khawto. In total, Amazon Prime will offer 17 original Indian shows by the likes of Farhan Akhtar, R. Madhavan, and AIB. The list of Indian content also includes shows from Zoya Akhtar and Reema Kagti. Powerplay, Mirzapur and made in Heaven are some of them. There will be shows produced by AIB and OML, the political satire called “The Ministry.” The R. Madhavan show on mythology, called Bodhidharma, will also be there. The Prime video users will also have full access to the service of the US catalog. You can access the Amazon Prime using a desktop, or you can use the Android or iOS smartphone. A lot of smart TVs will also come with Prime services pre-installed on it.
The Prime services of Amazon will face a lot of competition in video streaming. The three services like Hotstar, Netflix, and Voot are major competitors. All the Amazon original content will be complete series and not just pilots. The contents will be shown weekly or all at once, for the binge watchers. According to Amazon instant video head Nitesh Kriplani,“We want to change the way Indian creators create content for customers. We want to free them from constraints such as the three-hour window for movies and 30-minutes time slot for TV shows. It has also excited a lot of our partners. That additional liberty, something new to entertain customers, is refreshing.”
The Prime content will come advertisement free. When asked how sustainable the prime services can be, Kriplani said, “We built our e-commerce platform over time. We want to create the entertainment ecosystem similarly. We want to change the way the customer consumes content. The Prime Video service bundled with the option of getting Prime features such as one-way delivery and early access to deals is a compelling proposition, and we plan to build on that.”
Amazon Prime features
Amazon Prime will also offer the option of taking videos offline. It comes with a limit of 15-20 videos in a maximum period of 48 hours. Amazon also considered the data issues for the Indian audience. It is why the Amazon original TV shows and movies will be within the data saver feature as well. They can choose the video quality they want, download the videos can watch them later. There are no resolutions mentioned. The video quality includes “Data Saver,” Good, Better and Best.” Considering the censorship issues that each and every TV show and a movie has to face, Kriplani said, “We make sure that our content is keeping in mind the Indian sensibilities. We are also culture-sensitive. What I can tell you is that we will follow all the rules and regulations that are necessary for our service and we will also make sure that customers are happy about it.”
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The launch date is not mentioned. But it will be within the first quarter of 2017. But one thing that is missing on the Prime feature is live sports events. Amazon is not offering those in Prime. And in this aspect, Hotstar is a better option. Kriplani said that Amazon is open to shows like cookery shows, documentaries, talk shows and more.