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Apple Eyes Bigger Slice of India's Streaming, Music Market with Airtel Deal

FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
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Apple Eyes Bigger Slice of India's Streaming, Music Market with Airtel Deal

FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo
FILE PHOTO: An Apple logo is pictured in an Apple store in Paris, France, March 6, 2024. REUTERS/Gonzalo Fuentes/File Photo

Apple is tying up with India's Bharti Airtel to offer the telecom firm's premium customers its music and video streaming services for free, giving the US giant access to thousands of consumers in the world's most populous nation.
With mostly English-language content, Apple TV+ is a small player in India's $28 billion media and entertainment market, where its rivals include Netflix, Amazon Prime Video , Disney+ Hotstar and billionaire Mukesh Ambani's JioCinema.
The move comes as competition tightens in India and an $8.5-billion merger of the Indian media assets of Reliance and Walt Disney - which have a streaming service each - faces close scrutiny from antitrust regulators.
"Apple TV+ will come bundled with premium Airtel WiFi and Postpaid plans," Airtel said in a statement on Tuesday, though the companies did not disclose a deal value for the partnership or information on costs.
Apple Music will also be available for current premium users of Airtel's Wynk music app, which will be shut down. Its employees are being subsumed by the company, Reuters quoted Airtel as saying.
Two sources familiar with the strategy said that for Apple, the deal is aimed at reaching out to a much bigger pool of consumers with its digital services given Airtel is the country's second biggest telecom operator with 281 million subscribers.
Ambani's Reliance Jio telecom service has 489 million users.
The Apple TV+ streaming service, known for its original series like Ted Lasso, The Morning Show and Slow Horses, has so far differentiated itself in the streaming landscape with a focus on in-house content.
Most rival platforms in India and overseas offer users older movies and TV shows from other studios, as well as their own originals.
Airtel will within days announce new tariff plans that will include free Apple TV+ offerings, said two other sources with direct knowledge of its plans.
Currently, the Apple TV+ service retails at $9.99 per month in the US and 99 Indian rupees ($1.18) per month in India, compared to Ambani's JioCinema which offers cricket content for free and has plans as cheap as 29 rupees a month. Netflix starts with monthly tariff of 149 rupees.
Cricket is seen as a way to attract more customers to streaming platforms in India, and Disney lost millions of Indian users last year when it lost streaming rights to Ambani's Reliance for streaming the world's richest cricket tournament, the Indian Premier League.
Apple has 6% of India's 690 million smartphone users, according to data from research firm Counterpoint. The remaining market is dominated by phones from Samsung and Xiaomi, and are powered by Google's Android operating system.
Apple Music is currently priced at 99 Indian rupees per month and has a library of 100 million songs.

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Entertainment

‘The Brutalist’ Cast Beams over Breadth of Film’s Story

This image released by A24 shows Adrien Brody in a scene from "The Brutalist." (Lol Crawley/A24 via AP)
This image released by A24 shows Adrien Brody in a scene from "The Brutalist." (Lol Crawley/A24 via AP)
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‘The Brutalist’ Cast Beams over Breadth of Film’s Story

This image released by A24 shows Adrien Brody in a scene from "The Brutalist." (Lol Crawley/A24 via AP)
This image released by A24 shows Adrien Brody in a scene from "The Brutalist." (Lol Crawley/A24 via AP)

The cast of the film “The Brutalist” is giving their director Brady Corbet all the credit when it comes to the strong acclaim for the movie.

“He's a special filmmaker because he focuses on psychology and behavior and those things that we as actors are genuinely interested in,” said Guy Pearce, who plays wealthy industrialist Harrison Lee Van Buren.

“So, it was a real treat from start to finish,” he added.

The movie is an epic tale of a Hungarian immigrant who flees the horrors of World War Two to rebuild his life in the United States, and stars Oscar-winner Adrien Brody in the leading role of the architect Laszlo Toth.

"The Brutalist", which has a three-hour and 35-minute runtime and comes with a 15-minute intermission, was co-written by Corbet's wife, Mona Fastvold.

It was successful at the Venice International Film Festival earlier this year, with Corbet winning the best director prize.

The film, distributed by A24, arrives in movie theaters on Dec. 20 in the United States.

Brody, who had read the script nearly six years ago, expressed his deep connection to the story and his character through both his Hungarian-born mother and grandfather.

“Her [his mother’s] journey as an artist, her pursuits as an artist are deeply profound and linked to this,” he said.

For Brody, the role connected him with his mother’s yearning to leave something of great meaning behind, which was enhanced when contrasted with an understanding of hardship.

He also thought of his own grandfather's struggles with language and assimilation as a foreigner without work opportunities or respect.

“That (respect) was lost and taken from him,” Brody added.

His grandfather, fleeing from home due to the war, largely shaped the actor’s perspective of his role.

For “The Theory of Everything” actress Felicity Jones, who portrays Toth’s wife in the film, Erzsebet Toth, some of the most compelling aspects of the film are its characters and unique storytelling style.

“These characters, particularly Laszlo and Erzsebet, you know, they're doing everything they can to preserve their integrity and their self-worth,” she said.

Brody was recently nominated for a Golden Globe for best performance for a male actor in a motion picture drama and is receiving Oscar buzz for his role.

For “The Pianist” actor, having a strong team was key to the power of the film.

“In order to do work on this level, you need all of those to conspire with you and not against you,” Brody said.