It has also tied up with Amazon Prime for a free subscription of one year on certain plans. Netflix did about 7 series and films in the last three years. Prime too has raised subscription rates and industry watchers say that as the platform spends more on content, the rates will go higher. So far, Amazon Prime and Netflix had been focusing on securing the digital rights to Indian films. The other way to increase subscribers is through partnerships with telcos and DTH operators. Lots of desi Netflix, Prime originals January 22, Today, Netflix and Amazon Prime are vying with each other to invest top dollars in producing original content in Hindi and other regional Indian languages. Amazon Prime has already announced that it will launch 9 Hindi original shows this year, which is more than double of what it did last year. Amazon Prime feels it can amortise the cost of production by offering these shows in global markets where there is demand for Indian content. And this will clearly be the strategy for both Amazon Prime and Netflix in It has also roped in top stars such as Priyanka Chopra, Anushka Sharma, Madhuri Dixit and so on, to produce programming. In short, both players have decided that rather than only buying the rights to Bollywood blockbusters to expand their reach in India, producing original content would be a better idea. Surajeet Das Gupta and Urvi Malvania report. The big challenge before Netflix and Amazon Prime is that both need to expand their reach. Prime's larger subscription base is primarily because its subscription comes bundled with membership to Amazon's e-commerce platform. And promises to be the year when the duos battle for the Indian turf reaches fever pitch. Prime and Amazon could also ramp up revenues by introducing advertising-based video-on-demand services, with a lower or no-subscription model, especially to counter competition from the likes of Hotstar, Zee5 and Jio.
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The cash the subscriptions generate for both is enough to support over hours of original programming, given that the cost of an hour of programming is Rs This is the streaming platforms largest investment in bringing original content in regional languages in a single year.