New York-based multimedia company Saavn announced that it has entered into an “innovative” deal with Joost, which provide broadcast quality Internet television service, to make hit Bollywood music and movies more accessible to South Asians. The content of web-based Saavn includes Bollywood and other South Asian film, music, television and sports.
Bollywood, it said, has danced its way into American pop culture over the past year, frequently popping up in American movies, television programmes, and commercials. Joost will serve this rapidly-growing market for Bollywood movies and music by providing programming from Saavn’s vast library. Joost users will be able to watch movies with some of Bollywood’s most famous stars, and many of the popular Bollywood songs.
“The user experience with Joost is far more advanced than with any other company in its arena,” said Vin Bhat, co-founder and general manager of Saavn. “Their approach to video distribution takes full advantage of the nature of the Internet and also provides a secure environment for professionally produced content. This is just the beginning, Bollywood fans around the world will be taking many work breaks once they see how easy and fun this new service is.”
Founded by Janus Friis and Niklas Zennstrvm, Joost combines the TV and Internet by offering viewers the experience of sight, sound and motion with the choice, control and flexibility of Web 2.0. Joost said it is the first online, global TV distribution platform, bringing together advertisers, content owners and viewers in an interactive, community-driven environment.
Yvette Alberdingk Thijm, executive vice president, content strategy and acquisition, said, “There is a growing appetite for Bollywood films and music around the world, but until now, there hasn’t been widespread access to great Bollywood programming. As a global distribution platform, Joost is a destination where people connect over their favourite programming, and our partnership with Saavn demonstrates the range and depth of the programming on Joost.”
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