Amazon has agreed a deal with BBC Worldwide which will see content from its factual and pre-school content available on its recently launched Prime Video streaming service.
Amazon, which launched Prime in August last year and its Prime Video service in December, will now show over 600 hours of BBC Worldwide content, including Clangers, Dinopaws and Hey Duggee, some of which haven’t been broadcast in the country before.
Myleeta Aga, SVP and GM of India, BBC Worldwide, said: “In the last year or so, we have seen digital consumption in India increase exponentially. We are very excited to be partnering with Amazon Prime Video India to satisfy viewers’ demands for quality, premium programmes from the BBC.”
The addition marks one of many news deals and major announcements by Amazon in India as it ramps up its activity in the country. Last week the business held ‘Amazon’s Great India Sale’ to drive interest in the ecommerce business, growing its business by 200% compared to a normal day, according to Times of India.
Commenting on the BBC Worldwide dead, Nitesh Kripalani, director and country head, Amazon Prime Video India, said: “We are very humbled by the positive response from customers to Prime Video and we are confident that the BBC’s programmes will resonate with customers. We look forward to a long and fruitful relationship with BBC Worldwide.”
The deal also adds a series of factual shows to the Amazon service, including Gandhi, The World’s Weirdest Weapons and The Genius of Inventions.
BBC Worldwide has been ramping up its own streaming efforts in Asia, launching the BBC Player into Singapore via a partnership with Starhub.