Amazon has rolled out a free streaming television service within its shopping app in India.

The streaming service, called Mini TV, is supported by advertisements and aims to convert viewers into shoppers.

“Viewers will be informed on latest products and trends by tech expert Trakin Tech, fashion and beauty experts such as Sejal Kumar, Malvika Sitlani, Jovita George, Prerna Chhabra and ShivShakti,”an Amazon spokesperson said in a statement this weekend. “Food lovers can enjoy content from Kabita’s Kitchen, Cook with Nisha, and Gobble. In the coming months, Mini TV will add many more new and exclusive videos.”

Mini TV features content from some of India’s biggest production companies, including Pocket Aces and TVF, though the content on the streaming service tends to be older than some of Amazon’s original content offered through its subscription Prime Video service.

The streaming service is similar to IMDb TV, an ad-supported service launched by Amazon two years ago in the United States.