With the intent of beefing up its video libraries with more regional content appropriate for all ages, Amazon has signed yet another partnership deal ahead of its impending video service launch during the festivities of Deepawali. The e-commerce behemoth today announced that it has managed to secure an exclusive multi-year content deal with Green Gold Animation.
This partnership will now enable Amazon to expand its user demographic and bring popular animated TV shows for kids to its on-demand video streaming service. It also grants the e-commerce company with exclusive streaming rights to all of Green Gold’s future TV episodes and TV movies, including ‘Super Bheem’, ‘Chhota Bheem’, and ‘Mighty Raju.’
In addition to exclusive streaming rights to upcoming TV shows and movies, this deal will also for the first time make the entire library of animated content from Green Gold Animation available online for the viewing pleasure of kids on Prime Video. This humongous amount of kid-focused content will now have shows like ‘Krishna Balaram’, ‘Chorr Police’, ‘Luv Kush’, ‘Vikram and Betaal’ and ‘Krishna’ as well as the popular ‘Chhota Bheem Himalayan Adventure’ movie. Prior to this partnership, the content was only available to view(at fixed timings) primarily on kids channel ‘Pogo’.
Commenting on this partnership, Nitesh Kripalani, Director and Country Head of Amazon Video India said,
Green Gold Animation is a leading creator of premium kids’ content and Amazon Prime Video is delighted to offer a home to their much-loved content for kids and their families. This partnership will offer Amazon Prime members the very best content for their kids to watch and be delighted by. This is the first step to exclusively bring the best-in-class kids’ entertainment to children in India.
While sharing his excitement on the election of Green Gold for exclusive animated content partnership, founder and CEO Rajiv Chilak says,
We are excited that Chhota Bheem, India’s #1 Kids show for last 9 years would now be available on Amazon Prime Video. Indian Kids will now have better Digital experience with our imaginative content as now they can view their favourite show when they want and where they want.
Towards the end of July of this year, Amazon debuted its wildly useful and popular Prime subscription service for users in India. But, this launch was coupled with the disappointing news of the delayed launch of its streaming service ‘Prime Video’. There have since been numerous speculations that the service is expected to finally make an appearance for the Indian users on November 9th.
Thus, in wake of the impending launch, the company has been running back and forth to sign partnership deals and bolster its content libraries with gargantuan amounts of local and regional content. Amazon has signed on Dharma Productions and T-Series, who is ready to make a television debut in the coming months, to its exclusive partner roster. It has also partnered with filmmaker SS Rajamouli, Graphic India and Arka Mediaworks to spin off blockbuster Bollywood movie, ‘Baahubali’, into a multi-episode animated series called ‘Baahubali: The Lost Legends’.
Though Amazon is expanding into the Indian markets a little late than its arch-enemy Netflix, it is expected to make waves in the video streaming industry of the country. This was also put intense pressure on local rivals Hotstar, YuppTV and others to bring more to the table and compete with the likes of such international platforms.