indya.com hires to Launch indyaondemand.com to NRIs in North America
By agencies   |   Thursday, 03 May 2007, 19:30 IST
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Mumbai/New York: indya.com, the internet portal wholly owned by the STAR Group, announced the hiring of Elephant Advertising, a subsidiary of CineMaya Media Group (Pinksheets: CNMY), in North America for the launch of its digital entertainment on-demand online service – indyaondemand.com, which makes available for online download some of India’s most popular entertainment content. The service is available worldwide and is targeted at broadband-enabled South Asian audiences in the U.S., U.K., Canada and South East Asia. At launch, content from across the STAR network including popular “K- Serial” Kahaani Ghar Ghar Kii, The Great Indian Laughter Challenge and Koffee With Karan are available for download. indyaondemand.com also has the best of Indian documentaries, and music videos available online. Bollywood movies, music and regional language content will be added to the mix shortly. The new service is offered via a “download-to-own” model, in which content is downloaded to the end-user’s PC. Purchased content is then playable on up to two Windows® Media compatible devices, including portable players, allowing consumers to view their content on the go. “Indyaondemand.com is the first online entertainment store specifically targeted for the Non-resident Indian (NRI) community around the world. We are starting the marketing campaign for this exciting launch through Elephant Advertising, which has an expertise in South Asian advertising in North America,” said Ajay Vidyasagar, Executive Vice President and Head, Interactive Media, STAR India. “The indyaondemand.com service is a long-needed solution to fans of Indian entertainment, who are selective in their programming delivery preferences. With this service, an NRI no longer needs to go to the video store or wait for the program to air on television. One can watch the best of the programs on STAR and other networks online, anytime, from anywhere” stated Nayan Padrai, President, Elephant Advertising. Single episodes are now available for free on a trial basis in order to allow users to sample the quality of the content and service. Additional episodes are priced starting from US$0.99 though special discounts are available for bundle purchases.

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