Telecom giant Bharti Airtel has announced the launch of a new plan for its Airtel Digital TV service. The plan, dubbed “Ultimate and Amazon Prime Lite”, offers Amazon Prime benefits and is set to enhance the home entertainment experience for its customers.

What Happened: The “Ultimate and Amazon Prime Lite” plan, priced at ₹521, will provide unlimited access to Hindi Linear TV and Amazon Prime Lite.

Subscribers will gain access to over 350 live TV channels and enjoy Amazon Prime Lite benefits. These benefits include Prime Video on two devices in high definition, unlimited same-day delivery on over 10 lakh products, next-day delivery on more than 40 lakh products, early access to sale events and lightning deals and 5% cashback on Amazon purchases with Amazon Pay ICICI Bank Credit Card.

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Siddharth Sharma, CEO of Airtel Digital TV, said, “The growing demand for mobile entertainment has prompted us toexpand our TV offerings, providing customers with anytime, anywhere access. Our partnership with Amazon Primeenhances our content lineup, complementing our diverse range of home entertainment services. We are excited to offer customers an unparalleled experience, with prices starting as low as ₹521 for the Hindi content. We are confident our users will maximise the value of this compelling deal.”

The partnership with Amazon Prime is aimed at making premium entertainment more accessible to customers in India, according to Shilangi Mukherji, director and head of SVOD business at Prime Video, India.

Price Action: Shares of Bharti Airtel were trading flat at ₹1,649.50 on Tuesday.

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