Amazon Prime Video unveils Hindi interface
Details
Rebecca Hawkes
| 13 November 2018

Leading VOD provider Amazon Prime Video has introduces a Hindi user interface, including search, navigation and customer support in the language, in its latest localisation initiative for India.

The Hindi interface, available on the Prime Video app and on PrimeVideo.com, follows the addition on the subscription video-on-demand (SVOD) service of content in six Indian regional languages – namely Hindi, Tamil, Telugu, Marathi, Bengali and most recently Kannada.

Prime Original series including Comicstaan, Inside Edge, and the upcoming Mirzapur, Bollywood blockbusters such as Padmaavat, Raazi and Race 3, are now available with show-titles and show descriptions in Hindi. Additionally, viewers can watch Hollywood content such as Justice League, Baywatch and Passengers with dubbing in Hindi or subtitles in Devanagari script. Viewers can also navigate, manage their account information, payments, and add to their watch-list all in Hindi.

“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,” said Gaurav Gandhi, director and head, business, Amazon Prime Video India.

“At Amazon, we are continuously customizing 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.”

Gandhi added that the streaming giant’s localisation initiatives in India will continue with additional titles with Hindi subtitles or dubbing, and a Tamil and Telugu user interface set to be introduced “very soon”.

Prime members opting for the Hindi interface on Prime Video can select the Hindi language option from the settings of their Prime Video app for iOS and Android, on their desktop or personal computers via PrimeVideo.com or through supported connected devices like Smart TVs, or gaming consoles.