While Amazon's video streaming service has received an overwhelming response, the company wants to keep adding content that is more relevant to Indian viewers. It has amassed a library of content in five local languages, but is now looking to bolster titles in Tamil and Telugu for audiences in southern India. Prime is the world's largest online retailer's customer loyalty plan that costs an annual Rs 999 and offers faster deliveries, access to early deals and a subscription to its video and music streaming services.
Mr. Javed Akhtar the Chairman of IPRS said, "The IPRS arrangement with Amazon India heralds a new era for IPRS and the music community in the country". Reuters reports, Amazon's media and entertainment market is tipped to grow to more than $31 billion in two years, from $22.7 billion in 2017.
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According to IPRS, the Amazon Prime Music deal is one the biggest of its nature in the digital content publishing in India so far. "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.
Mr. Sahas Malhotra, Director Amazon Music, India said, "We are happy to collaborate with IPRS and keen to strengthen our ties with all important stakeholders in the Indian music industry".
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Amazon's competitors in the Indian online media streaming business include Netflix, Hotstar (Twentieth Century Fox), Voot (a Joint venture between Network 18 and Viacom Inc, USA), Sony LIV, OZee (Zee Entertainment of the Zee TV group) and ALT Balaji (Balaji Entertainment).
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