MUMBAI: Cashing in on the rising demand for South Asian films, two New York-based US entertainment companies, 212 Media and Schramm Sports & Entertainment, have entered into a joint venture to provide Indian-Americans an access to popular Bollywood movies on cable television.

These two entertainment companies have tied up with Comcast Corp and Time-Warner Cable to add Bollywood movies to their video-on-demand channels. The venture makes it possible for over six million digital cable subscribers of Comcast and Time-Warner to have direct access to "Bollywood-On-Demand/Video-on-Demand" (BOD-VOD).BOD-VOD will amalgamate an array of movies, series and music videos from India's Bollywood community.

212 media was responsible for content and programming of the new service and Schramm would provide marketing and strategic distribution support, said president Joe Schramm.

BOD, according to Warner Cable, is part of a diversity initiative. The company rolled out a Bollywood service from July in all 31 of its markets nationwide.