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Bollywood hot in US
US Indians will now have an access to Bollywood movies on demand, thanks mainly to a new joint venture.
Indian Americans will now have an access to their popular Bollywood movies on demand, thanks mainly to a new joint venture.
Cable TV operators are using new digital services to spice up their South Asian programming.
Two entertainment companies have tied up with Comcast Corp. And Time Warner Cable to spice up their South Asian programming especially Bollywood films to their video-on-demand channels. The venture enables over 6 million digital cable subscribers of Comcast and Time Warner a direct access to "Bollywood-On-Demand/Video-on-Demand (BOD-VOD).
The New York based, Schramm and 212 Media entered an agreement to cash in on the rising demand for South Asian films. The 212 Media is responsible for content and programming of the new service.
Schramm will be providing the marketing and strategic-distribution support, according to president Joe Schramm. More
BOD-VOD will amalgamate an array of movies, series and music videos from India's "Bollywood" community.
212 Media is in talks with two communities in Bollywood film producers or right holders and executives at television networks and are currently entertaining licensing deals with new content providers.
So far, Time Warner has rolled out 10 Bollywood films which include movies like Hum Dil De Chuke Sanam, Rangeela, Biwi No. 1 and Dil through the tie-up with 212 Media and Schramm Sports.
"Bollywood On Demand" according to Warner Cable, the country's second largest cable company, is part of a diversity initiative.
The company rolled out a Bollywood service on July 1 in all 31 of its markets nationwide. Like most on-demand films, the Bollywood offerings cost USD3.95 for 24 hours of unlimited viewing.
The movies have been priced at USD 3.95 a movie, available for 48 hours.
The video-on-demand feature is only available to subscribers of digital cable.
