Sep 28, 2016

Amazon seals an exclusive licensing deal with Karan Johar's Dharma Production

Written by Avantgarde
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American e-commerce giant, Amazon (Twitter: @amazon) that recently launched its Amazon Prime service in India is already gearing up for its next big launch called Prime Videos, the date of which has not yet been declared. Prime videos will provide exclusive access to Amazon produced original movies and TV series such as ‘Transparent’, ‘The Man in the High Castle’, ‘Chi Raq’, ‘Tumble Leaf’ as well as movies and TV shows from Indian and global content providers thereby competing with the American multinational entertainment company, Netflix that became available in India earlier this year.

In a press release on September 26th, Amazon announced its long-term exclusive deal with Dharma production, an Indian production and distribution company led by Karan Johar making Amazon Prime Videos the subscription streaming hub for films and other releases of the production house, that has released over 30 titles ever since its founding in 1976.

This move for the production house was inspired by the recent boom in the digital media and shift of consumption trends towards Video-On-Demand and other similar Over-The Top platforms.

Amazon Prime Videos’ library will include films such as Kapoor & Sons, Brothers, Shaandaar and Gori Tere Pyar Mein, Yeh Jawaani Hai Deewani, Student of the Year, Kal Ho Naa Ho, Agneepath and upcoming releases like Ae Dil Hai Mushkil starring Aishwarya Rai Bachchan, Ranbir Kapoor and Anushka Sharma; Ok Jaanu starring Aditya Roy Kapoor and Shraddha Kapoor; and Badrinath Ki Dulhania starring Varun Dhawan and Alia Bhatt.

Amazon, that also recently partnered with Vishesh Films to get exclusive rights for its entire catalogue of movies, comprising almost 50 titles is heard to be pursuing deals with Ekta Kapoor’s Balaji Telefilms and Yash Raj Productions according to recent reports.

Along with Bollywood movies, music and TV series, that will be the major focus of Amazon Prime Videos content strategy, it also plans to include sports content like Indian Premier League(IPL).

Amazon Prime, that offers various special deals and benefits to its members will also provide access to unlimited streaming of this content as part of their Prime membership

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