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Amazon launches SVOD Bollywood service in US

MUMBAI: E-commerce giant Amazon has launched a subscription-led Bollywood service called ‘Heera’ for its customers in the US under its Amazon Channels service.

The Bollywood service will feature movies, serials and kids content in Hindi, Telugu, Tamil, Marathi and Bengali. It is available to Prime members in the US for less than $5 per month following a seven-day free trial.

Heera provides a deep library of classic and newly released titles, including Bollywood blockbusters such as ‘Sultan’ starring Salman Khan, ‘Kapoor & Sons’ with Rishi Kapoor, and ‘Fan’ starring Shah Rukh Khan, along with regional hits such as ‘Kabali’ (2016’s top Tamil movie), Marathi classic ‘Mee Shivajiraje Bhosale Boltoy’ and Telugu film ‘Eega’ starring Sudeep.

The service will allow consumers to find all Indian film and TV content in one place.

Heera marks Amazon’s second curated subscription, joining the 100+ on-demand channels already available on Amazon Channels. The e-commerce giant had launched Anime Strike, its first curated on-demand subscription just last month, focused on providing Anime fans with a destination to discover Anime classics, exclusives and hard-to-find content.

Amazon Channels allows Prime members to watch over 100 on-demand channels without pay TV connection. The service includes a wide variety of popular and more niche video subscriptions to choose from, including HBO, Showtime, Starz, PBS Kids, Acorn TV, A+E Network, AMC, Cinemax and Seeso, plus Anime Strike and Heera, curated on-demand subscriptions by Amazon Channels.

Amazon Channels are available in the US with support for all the devices where Amazon Video is available on—Fire TV, Fire and other iOS and Android tablets, connected TVs, game consoles, iOS and Android phones, and laptops.