Amazon.com is partnering with the federal government of India to stream movies and TV shows from government studios as well as provide internships to students of government film institutes in a key market for the American e-commerce giant.
Ministry of Broadcasting of India and Amazon The company signed an agreement on Wednesday, the company said in a statement, adding that the move “reinforces our commitment to promoting and showcasing India’s creative talent and stories globally through our multiple services.” Amazon’s India unit will also introduce a special feature to promote books and magazines from the publication arm of the ministry.
India is a key growth market for Amazon and its prime video streaming service, but it’s also a country where the firm has faced antitrust challenges, with legal battles over its TV shows hurting religious sentiments and accusations of undermining mom-and-pop stores. The alliance comes ahead of national elections next year where Prime Minister Narendra Modi will likely seek a third term.
Partnering with a government ministry is a rare move for the Seattle, Washington-headquartered company. Last year, it committed to spending 10 million euros (about Rs 90 crore) over three years as it announced a collaboration with the UK’s National Film and Television School to provide students with career opportunities in company-commissioned productions. Can be given
Despite the high volume of films being produced each year through the Hindi-language industry—mainly based in Mumbai—Indian films have yet to garner the kind of global crossover appeal that South Korean films have with award-winning titles. is material. parasite Or Netflix‘S sarcasm game, The Deccan Herald newspaper reported that Netflix last year signed an agreement with the Indian government to create training programs for post-production and animation.
India’s Information and Broadcasting Minister Anurag Thakur said in the statement, “The partnership with Amazon India is unique in many respects.” The partnership will provide scholarships, internships and masterclasses for students “and help ease the period of struggle for talented artists,” he said.
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