It’s no secret that India is a huge part of Amazon’s global strategy, and now instead of taking content to India, they’re taking content from India to the US.
Amazon announced today the launch of a new on-demand subscription add on to their Prime Video service: Heera, featuring all thing Bollywood. Heera will showcase Bollywood serials, movies, and kids content in several languages: Hindi, Telugu, Tamil, Marathi, and Bengali.
All Prime Video subscribers can add Heera for just $5 a month (there is a free 7 day trial available if you want to test the service yourself before you buy it). Amazon says the add-on will “provide a deep library of classic and newly released titles, including Bollywood blockbusters such as Sultan starring Salman Khan, Kapoor and Sons with Sidharth Malhotra and Alia Bhatt, 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’s Eega starring Sudeep.”
For people in the US, Indian film and TV has been fairly difficult to find in one place. Sure, there was some content on Hulu and Netflix, but there hasn’t been a dedicated service until now. New titles will be added to Heera every month, so there’s going to always be something for fans to watch.
The announcement of Heera comes not long after Amazon launched their first nice add-on: Anime Strike, dedicated to current anime shows, anime classics, exclusives, and rare shows. There are now more than 100 on-demand channels available on Amazon Channels, but this is only the second one with content curated by Amazon.
Amazon’s addition of Heera comes as the service ramps up their efforts to make Prime Video more appealing to customers. A long forgotten benefit of Amazon Prime, the service is surprisingly deep. And of course, the more people Amazon can attract to Prime, the more money those people will spend on Amazon.