Company offer content from 1,300-title catalog

HONG KONG — Bollywood distrib Eros Intl. is launching its third video-on-demand model, a free-of-charge, advertising-supported platform.

Company, which is listed on the London Stock Exchange’s Alternative Investment Market, will offer content from its 1,300-title movie catalog, 5,000 musicvideos, behind-the-scenes footage, short-form movie clips and events such as film awards shows.

It is already offering hits that include “Om Shanti Om,” “Namastey London,” “Cheeni kum” and “Gandhi My Father.”

Video stream will be interrupted by adverts, a model similar to free TV. However, unlike TV where advertisers pay according to the reach of the net, advertisers on ondemand.erosentertainment.com are charged only for ads that have been viewed by users accessing the Eros platform.

“This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will give our plans to offer free online content a tremendous boost and benefit consumers,” said Manu Kaushish, senior VP, New Media, Eros Entertainment.

Eros says the free, ad-supported model complements its existing (paid-for) rental download platform, in which the downloaded file expires after first play, and its more expensive download-to-own service.

Company, which will add Tamil titles from the Ayngaran group that it recently acquired, expects to open the service to other Bollywood studios.

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