iWorld

Amazon Prime Video launches Hindi UI

The move is aimed at penetrating mass audience in the Indian market.

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MUMBAI: Amazon Prime Video has taken localisation to a higher level by adding support for a Hindi user interface, including search, navigation and customer support in Hindi on the Prime Video app and on PrimeVideo.com. Moreover, a large selection of Prime Video’s content can be watched with Hindi show descriptions and Hindi subtitles.

Prime members, whose choice of language is Hindi, can now discover and enjoy Prime Video’s collection of entertainment content in their preferred language. Prime Original series like Comicstaan, Inside Edge, and the upcoming much awaited Mirzapur, Bollywood blockbusters such as Padmaavat, Raazi and Race 3 will have show-titles and show descriptions in Hindi.

The facility is not limited to Indian content only. Hollywood hits like Justice League, Baywatch and Passengers can be watched with dubbing in Hindi or subtitles in Devanagari script. Viewers can also manage their account information, payments, add to their watch-list, and receive customer support in the language.

“As Prime Video’s customer base expands across India, we believe it becomes important to not just offer content in local languages, but to also give customers the option to access the Prime Video app and website in their language of choice. At Amazon, we are continuously customising our offering based on the needs of the customer; we are delighted to make Prime Video available in Hindi, with functionalities such us search, navigation and browsing, so that a large base of our audience has an even more engaging experience on our service,” Amazon Prime Video India business director and head Gaurav Gandhi said.

“We will continue to invest in localisation initiatives, adding more titles with Hindi subtitles or dubbing, and evolving the product experience for Prime members in India, enabling them to watch their favorite movies and TV shows at a time, on the device and in the language of their choice. Our efforts of localization will continue with a Tamil and Telugu user interface for customers which we will offer very soon,” he added.

The video streaming service has content available in six Indian languages. The new move clearly indicates how Amazon Prime Video is targeting to penetrate mass audience unlike its international rival Netflix.

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