Telugu filmmakers these days are tying up with online streaming portals like Amazon Prime well in advance to recoup good chunk of their investment in the form of digital rights. This strategy is proving to be very beneficial for producers as they are making great deal of money prior to film’s release.

As a leading player in digital market, Amazon Prime is shelling out fancy prices to bag the digital rights of the majority of Telugu films. They stream the films online after a stipulated period of time. Unfortunately, they are being taken for a ride by Telugu filmmakers.

Audio companies which get hold of the audio rights of the films are given the freedom to upload the “ Full video songs “ in their YouTube channels As video songs have good prominence and craze in audience, these videos fetch millions of views resulting in good income for these companies. In many cases, these video songs fetch more number of views than the actual count the full movie gets.

So, allowing others to upload video songs is definitely going to impact the revenue of the digital streaming companies. When a noted producer was asked to comment on this practice, he says that Amazon is given only the streaming rights of full movies, but there is no obligation to stop uploading the video songs through the official YouTube channels of production houses or the audio company channels.

It is high time, Amazon Prime realises the importance of video songs and curb this practice to ensure they don’t lose the revenues accrued through them.