Amazon Looking To Expand Video Service By Adding Regional Indian Content

The newbies like Netflix and Amazon have caught on to this quickly and are producing quality films with small artistes

Amazon to increase Indian regional content

Amazon's music service is free of ads and has a catalog featuring regional content from languages including Hindi, Tamil, Punjabi, Telugu, Kannada, and Malayalam.

Amazon Prime Video's global vice president, Tim Leslie, told Reuters the company's acquisition of original Hindi content has paid dividends.

Amazon India's recently launched ad free music streaming service, Amazon Prime Music, will receive access to the IPRS repertoire of more than a million of works/titles spread across multiple languages, eras and genres of Indian music.

One area of focus for Amazon is to produce originals from South India.

Other prominent players include Twenty-First Century Fox-backed Hotstar, which exclusively streams HBO's hit "Game of Thrones" show in India; Voot, a joint venture between Network18 Media & Investments Ltd and USA peer Viacom Inc; SonyLIV from Japan's Sony Corp; Zee Entertainment's ZEE5 and production house Balaji's ALTBalaji.

For its part Amazon claims to have taken baby steps in this space, by streaming the US Football games to global subscribers and it may take a while for the company to get the grips of the trade in this segment.

Prime service in India which comprises of faster deliveries, access to early deals and access to Amazon Prime Video and Prime Music costs Rs 999 per annum.

"It's day one in sports for us and we're getting involved in it", Leslie said, adding the company had begun streaming USA football games globally and was striking deals for sports such as tennis.

There is a market projection that the online media and entertainment business could jump by over 35% in a couple of years from the $22.7 billion seen in 2017 to over $31 billion.

IPRS is the sole authorized body in India to issue licenses for usage of musical works and literary music within India.

India is a very important market for Amazon and it's online retail has especially been booming in the country.

Last year, Star India agreed to pay 163.48 billion rupees ($2.5 billion) for the television and digital rights of Indian Premier League (IPL) cricket for five years.

Latest News