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Amazon.com, Inc. (AMZN - Free Report) is rolling out its first original live-action special called An American Girl Story—Melody 1963: Love Has to Win.

The special will premiere on Friday, Oct 21 on Prime Video in the US and UK. It will be shown exclusively on Prime Video via the Amazon Video app on TVs and connected devices like mobile, Fire TV, and online at www.amazon.com/thegrandtour.

About The Amazon Original Special

The original live-action special is directed and produced by Tina Mabry. Its executive produced by Alison McDonald, Christopher Keenan and Melinda McCrocklin. It features Marsai Martin, Frances Fisher, Frankie Faison and Idara Victor.

The Amazon original special story centers on a 10-year-old girl who comes across the depths of racial inequality after learning about the 1963 Birmingham Church bombing and is disheartened.

Tara Sorensen, Head of Kids Programming at Amazon Studios commented, "The American Girl Melody special is an empowering and inspiring story that will quickly become a favorite for young girls, while bringing families together to help start a healthy dialogue.”

Our Take

The increasing popularity of tablets, smartphones and web-connected TVs has enhanced online-video viewing and continues to attract consumers as well as leading technology companies like Alphabet (GOOGL - Free Report) and Apple Inc. (AAPL - Free Report) . Therefore, Amazon is leaving no stone unturned to boost its digital media sales and attract new viewers by adding dramatic comedy series to its content lineup and making the Prime Instant video service more attractive.

With rival online video content majors such as Netflix, Inc. (NFLX - Free Report) , Hulu and HBO recording substantial success, it’s natural for Amazon to compete against them with successful acts of its own. These new shows are expected to help Amazon penetrate further in the growing streaming market at a much faster rate.

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