NEW DELHI: Viacom18‘s flagship Hindi general entertainment channel Colors has syndicated its movies to Airtel Digital TV, the DTH arm of the Bharti Airtel.
With the deal in place, Airtel Digital TV will launch its first subscription service offering movie and video content on channel "Superhitz" (channel 159).
The channel is available via subscription to all Airtel Digital TV‘s customers. The service is priced at Rs 20 per month (exclusive of taxes).
The deal will allow Superhitz to show 10 movies in the first month of launch, with more titles to be added over the subsequent months.
The movie titles currently part of the library include No One Killed Jessica, Dabangg, Mirch, Marigold, Tum Mile, Ajnabee, Dil Hai Ki Manta Nahi, Aashiqui, Pyaar Kiya To Darna Kya and Hello Brother.
Airtel Digital TV CMO Sugato Banerji said, "Pay per view movies as a category has been doing very well on our platform, being one of the largest contributor to growth in value added services. The launch of Superhitz will help catalyse the growing interest in the genre by bringing home the benefits of comfort, convenience and value. With many in rural India having to wait endlessly for new movie releases, Superhitz is our way of having them keep up with the latest and most varied movie fare on offer on DTH."
Added Viacom18 chief commercial officer and head - international business Gaurav Gandhi said, "We are delighted to partner with Airtel on the SVoD service ‘Superhitz‘. At Viacom18, we are committed to exploring emerging distribution models to maximise content monetisation. We believe that the subscriber VoD business has tremendous potential and with Airtel‘s rapidly growing customer base. Our blockbuster movie library, and attractive pricing and promotion will make this service a huge success."
