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Amazon Launches Bollywood SVOD Service

2 Mar, 2017 By: Erik Gruenwedel

Amazon March 2 announced the launch of Heera, a $5 monthly curated subscription streaming service featuring movies, serialized TV shows and children’s fare in Hindi, Telugu, Tamil, Marathi and Bengali. Amazon last summer bowed Prime Video in India.

The second proprietary SVOD service is available through Amazon Channels, the e-commerce behemoth’s third-party SVOD platform for Prime members ($99 annual fee) that bills through and uses a standard Prime password.

Bollywood hits include Sultan, starring Salman Khan, Kapoor and Sons with Sidharth Malhotra and Alia Bhatt, and Fan, starring Shah Rukh Khan, along with regional fare Kabali (2016’s top Tamil movie), Marathi classic Mee Shivajiraje Bhosale Boltoy, and Telugu’s Eega, starring Sudeep.

Amazon in February bowed Anime Strike, its first standalone curated SVOD service targeting Anime. Amazon Channels include HBO, Showtime, Starz, PBS KIDS, Acorn TV, A+E Network, AMC, Cinemax and Seeso, among others.

Dan Cryan, analyst with IHS Markit, says Amazon Channels reflects the e-commerce giant’s attempt to assemble an online TV service on the heels of Prime Video’s availability in 200 countries.

“Amazon has put together a compelling list of top OTT channels. It’s a blueprint for pay-TV operators serving niche channels and sustaining cable subscribers,” Cryan said.

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