Amazon Prime Video deepens localisation with Tamil, Telugu UIs

MUMBAI: Amazon Prime Video has launched the Tamil and Telugu User Interfaces (UI), including navigation, browsing, and customer support, to offer a more localised entertainment experience on Prime Video app and on PrimeVideo.com.

In addition, a large and growing selection of Prime Video’s content can be watched with show descriptions and subtitles in Tamil and Telugu.

The introduction of localised user interfaces, including the recently launched Hindi interface, exemplifies Amazon Prime Video’s effort to customise the offering based on the needs of their customers. Prime Video already offers large content libraries in six Indian regional languages including Hindi, Tamil, Telugu, Marathi, Bengali, and Kannada.

Prime members with a preference for these languages can now discover and enjoy Prime Video’s unmatched, exclusive collection of entertainment in their language of choice. Customers can now watch Prime Original Series like Breathe, Comicstaan, the recently launched Mirzapur, Bollywood blockbusters such as Padmaavat, Gold, and Raazi with show-titles, show descriptions and dubbing or subtitles in Tamil and Telugu.

Moreover, viewers can also enjoy Amazon Global Originals like The Marvelous Mrs. Maisel and Tom Clancy’s Jack Ryan with dubbing or subtitles in Tamil and Telugu. With this move, customers can now navigate, manage their account information, payments, receive customer support, and enjoy features like add to their watch-list in these local languages.

Talking about the launch, Amazon Prime Video India Director and head business Gaurav Gandhi said, “At Amazon Prime Video, we recognise the importance of localising our service as we continue to grow and expand the Prime customer base across the country. We are delighted to make Prime Video available in Tamil and Telugu User Interfaces, in addition to Hindi UI which we launched recently. A large base of our customers can now have an even more engaging experience by accessing and using Prime Video in the language of their choice. We will continue to build on our localisation initiatives, adding more content with Tamil and Telugu subtitles or dubbing, and evolving the service experience for Prime members in India, enabling them to watch their favourite movies and TV shows in the language of their choice.”

Prime members opting for the Tamil or Telugu experience on Prime Video can select their preferred language option from the settings of their Prime Video app for iOS and Android, on their desktop or personal computers via PrimeVideo.com or through supported connected devices like Smart TVs, latest Apple devices, gaming consoles such as Xbox One and PS3, PS4. Once chosen, the preferred language option will be saved for their future usage.

Customers will always have the choice to control and change their language preference at any time and they can set different language options for each device they own. With this launch, customers can also enjoy Tamil blockbusters including Kaala, Ghajinikanth, Kadaikutty Singham and Telugu titles including Goodachari, U-Turn, NOTA, with titles and descriptions in Telugu and Tamil respectively.