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Eros Now ties with Microsoft’s Azure platform

India’s Eros Now said on Thursday it’s linking up using Microsoft’s Azure cloud platform to host and stream its electronic movie offerings, at an increase to the U.S. software giant’s push to expand from the Indian sector.

Included in this tie-up, Microsoft will construct an internet video platform to the Bollywood production home, which will provide interactive voice search attributes in several Indian regional languages.

“AI and cloud tools are the Upcoming drivers of the social media industry and will affect everything from content production to customer experience,” Anant Maheshwari, President of Microsoft India said in a media announcement.

This is only one of Microsoft’s initial forays into India’s packed digital movie distance, so far dominated by market pioneer Amazon Web Services (AWS) which can be used by players like Walt Disney-backed gateway Hotstar and Indian film and video streaming platform ALTBalaji, amongst others.

This past year, Microsoft tied up using ZEE5, a video-on-demand platform possessed by Indian media firm Zee Enterprises.

The deal comes only weeks after Reliance Industries Ltd, headed by Asia’s richest person Mukesh Ambani, declared that it had been linking up with Microsoft to create data centers in India which would be hosted on Microsoft’s Azure cloud.

Two sources knowledgeable about the matter told Reuters the Eros, which states it’s 18.8 million readers globally, is moving into the Azure stage from AWS.

Indians have started streaming more online video and sound content following Reliance’s telecom device Jio started operations in late 2016 using cut-price tariffs which have driven rivals to slash information costs.

“The general competitive landscape in India among cloud suppliers is warming up, particularly between AWS and Microsoft, together with Google catching up also,” Naveen Mishra, of technology researcher Gartner told Reuters.

That surge in online content consumption has pushed online video streaming sites like Hotstar and Eros Today to enhance providers, consumer experience, and utilize higher cloud computing solutions.