Rajshri Media, the digital media and entertainment arm of the Rajshri Group, has struck an alliance with Eros International, an media and entertainment company. As part of this alliance, the two entertainment companies will market and distribute their respective content libraries on each other’s web platform.
Rajshri Media operates www.rajshri.com, an video streaming and downloading platform. Eros International offers Bollywood fans access to their favourite entertainment through www.erosentertainment.com
Rajjat A. Barjatya, managing director, Rajshri Media said, “The internet is fast emerging as the most preferred marketing and distribution platform to reach an audience that is young, educated and tech savvy. In this day and age of rampant piracy on the web, partnerships like these are the need of the hour to ensure better monetization of content and to provide legal and comprehensive platform for consumers.”
Speaking on the tie-up, Kumar Ahuja, senior vice-president, business development, Eros International, said, “Its exciting that two large Bollywood players are for the first time sharing content in the on-demand space. With the increase in demand for digital distribution and on demand consumption of content by consumers, this innovative step will help users take advantage of our shared content.”
Portals such as Rajshri.com, Reliance Entertainment’s Bigflix.com and Piotv.com let viewers download Indian movies legally for a few dollars and watch them anytime, anywhere.
Film distributors are releasing their films online on the same day as the theatre release. The best example is that of Rajshri itself, which released movie Vivah online and in theatres at the same time. The movie was sold at $ 10 per download and has clocked 8,000 downloads till date, though only 25 of these were in India.
At Rajshri.com, 80 per cent of movie downloads come from the US. In fact, even viewers from African countries are keen customers, showing that movie portals can help Indian movies reach non-traditional markets, too.
However, the portal allows old movies to be downloaded without a licence, but for new movies, it offers DRM-based downloads till the time the movie is running in theatres.
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