Korean entertainment powerhouse CJ ENM is making its first major push into India’s streaming market through a new content partnership with Amazon MX Player , the e-commerce giant’s free ad-supported video service.

The deal will see 18 K-drama series from CJ ENM’s catalog made available to Indian audiences with Hindi, Tamil and Telugu-language dubbing. The partnership marks CJ ENM’s first official content package agreement with Amazon’s Indian AVOD platform.

Leading the charge is “Lovely Runner,” the recent romantic hit that sparked a K-pop romance craze, set to debut on the platform Sept. 8. The rollout will continue over four quarters with additional fan-favorite romance titles including “My Lovely Liar,” “Twinkling Watermelon,” “Wedding Impossible” and “Delightfully Deceitful.”

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