June 13, 2011

New YouTube Channel For Bollywood Blockbusters

Popular video-sharing and streaming website YouTube has launched an exclusive channel known as YouTube Box Office, which will put online one new blockbuster movie every month and you don t need to pay anything for watching. The service will start off with Yash Raj Films' Band Baaja Baaraat.

Other than Bollywood movies, this online channel will also feature regional movies and is already boasting of over 1500 such movies in its catalogue. This channel can be accessed only by users in India and will be blocked to the rest of the world. Chip-maker Intel is a primary sponsor with YouTube in this one-of-a-kind venture.

Gautam Anand, Director of YouTube Japan-APAC Content Partnerships said, "We wish to create a destination for users which is easily discoverable and also help our content partners get more viewers for their premium content. With over 48 hours of content being uploaded on YouTube every minute; this is our attempt to curate premium and exclusive content which our users enjoy. This initiative also opens up a new window of opportunities for marketers to utilise the platform and engage the YouTube community".

Sandeep Aurora, Director of Marketing, Intel South Asia added, "Intel is extending the 'Smart visuals, brilliant performance' positioning of its latest second generation core processors with this association. The YouTube Box Office channel provides the consumers an opportunity to view premium, high quality movies on their PCs".

YouTube has plans to collaborate with partners in India to work on a revenue share basis towards bringing more premium content and fresh offerings to this channel.

Anand Gurnani, General Manager of Digital and New Media, Yash Raj Films stated, "Apart from offering tremendous reach, evolved digital platforms like YouTube also enable the monetisation aspect through advertising revenues in an unobtrusive manner, while offering a great online viewing experience to the users. We are sure this project will throw up interesting insights and consumption patterns of the digital-friendly audience".

Recently, IPL was made available live on YouTube for cricket-lovers in India, and it met with a tremendous response. The blockbuster Dabangg, which was also available on YouTube got over 1.3 million views. It is not surprising that YouTube is looking at a very lucrative market in India.

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