Bollywood pic bows online

'Vivaah' released on rajshri.com

MUMBAI — Bollywood production-distribution company Rajshri Pictures released helmer Sooraj R. Barjatya’s “Vivaah” online on rajshri.com Friday, the same day that it opened in India’s theaters, to bow its video-on-demand service.

The Web site also provides free streaming of old Bollywood films and musicvideos plus Indian classical music concerts and hopes to upgrade to podcasting films by February.

Rajshri.com will also allow viewers the option to buy older films.

“We hope to reach the growing Indian diaspora in areas of the world where Bollywood films do not find a theatrical release,” said Rajshri Media managing director Rajjat Barjatya, the helmer’s brother in the family-run firm that was set up in 1947. “We hope to allow consumers, who would otherwise depend on pirated films, a legitimate platform to access movies of their choice.”

Time Warner Cable and Bodvod recently signed up with Bollywood production houses UTV Motion Pictures and Adlabs to offer Hindi-language films through their VOD service to their New York and New Jersey customers.