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Indian movie production house Eros Group is in preliminary talks with Apple and other major content distributors to sell its entire content library of films and music, a source familiar with the matter told Reuters on Monday.
The other parties in the fray include Amazon and Netflix, but talks are in very early stages, said the source, who declined to be named as the discussions are private.
India's Economic Times reported the talks earlier in the day. The newspaper, which cited multiple sources familiar with the matter, said the deal could be worth around $1 billion.
Amazon and Netflix have been pushing especially hard to make inroads into the burgeoning Indian content streaming market, and have bulked up their Bollywood offerings significantly in a bid to lure new subscribers.
The deal may include Eros' digital over-the-top (OTT) platform, Eros Now, the Economic Times report said. With OTT platforms, subscribers can view films and TV content via the internet, without having to sign up with a traditional cable or satellite-TV service provider.
Shares of the India-listed Eros International Media rose as much as 9 per cent in early trading on the National Stock Exchange to their highest since July 31. The stock was up 5 per cent at 220.85 rupees ($3.47) at 0600 GMT.