Eros International has just announced a deal with International Media Distribution, a subsidiary of Comcast, to greatly expand Eros’ and Bollywood’s viewer market. According to our release from Eros, “Bollywood Hits On Demand” will be offered to Time Warner subscribers in the New York City region.
In what appears to be a test market, Eros has garnered a key foot in the door for films to be available for the huge Indian market in the United States. Bollywood On Demand will feature the best films of India for people in the US. The premium service will provide veiewers with choices from among 25 news films and 50 music videos each month.
Also, and for many lovers of Indian film a huge bonus, will be the screening of new releases before they are available on DVD. Bollywood fans in New York will be able to see recent releases like; Kambakkht Ishq, Love Aaj Kal, and Aladin. Bob Watson, VP of Programming and Business Development for Time Warner Cable NYC, had this to say;
“Time Warner Cable continues to deliver new multicultural programming to our customers that addresses the viewing needs of our diverse communities in New York City.”
Top notch Bollywood films, for multicultural audiences and film lovers period, this is where we have been seeing Eros and Indian films going. Like Japanese products made a quantum shift in the early 70’s. so too film from international sources of art will make similar leaps in our view. We are talking beyond engaging Indian people abroad, into introducing new art to the world. This move is good not only for fans, but for the industry as a whole. Those who demand entertainment will have their impact on Bollywood as well.
Just think, Salman Khan coming to your living room via cable.