Amazon set to launch add-on subscription service Prime Video Channels in India

Amazon Prime Video is finally set to launch its entertainment marketplace Prime Video Channels in India, after working on the service for almost two years.

The service, currently present in 11 countries, will start with eight over-the-top (OTT) service partners – Discovery+, Lionsgate Play, Eros Now, Docubay, MUBI, hoichoi, Manorama Max, and Shorts TV – whose content will be streamed on Amazon Prime Video app and website in India.

Prime subscribers will have to pay separately for the annual plans of the services they want to access.

“It’s a first of its kind in India, which will not only delight our customers, but also benefit the OTT channel partners who collaborate with us to leverage Prime Video’s distribution, reach and tech infrastructure,” said Gaurav Gandhi, country manager, Amazon Prime Video, India.

Officials at Prime Video said they are in talks to add many more channels on the platform. Globally, it has more than 350 OTT partners, they said.

“We look forward to increasing the selection of entertainment even further, with additional channel partners joining in the next few months,” said Chaitanya Divan who heads Prime Video Channels India.

As an add-on service, Prime Video Channels will provide subscribers a seamless experience and access to a slate of content from a diverse set of popular video streaming services. It will also address customers’ need for a hassle-free experience with unified search, simplified discovery and frictionless payments, officials said.

“As content choices explode, a single interface for discovery, streaming and payments, is a key need for customers and we aim to solve this with the launch of Prime Video Channels,” Divan said.

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Amazon Prime Video already offers programming in 10 languages, and is accessed across 4,400 towns and cities in India and 99% of the country’s pin-codes.

At launch, Prime members will get a special introductory annual subscription offer made available by the OTT channel partners, the company said.



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