Airtel digital TV & Colors partner for subscription based movie offering

MUMBAI: Airtel digital TV has entered into a partnership with Viacom 18-Colors to launch its first subscription service offering called Superhitz for 24×7 movie and video content.

Superhitz will be available via subscription to all Airtel digital TV’s 6 million customers across the country. With this, customers can now watch a collection of Bollywood blockbusters on Channel 159 by subscribing to this new monthly service on Airtel digital TV.

Superhitz will show 10 movies in the first month of launch, with more titles to be added over the subsequent months. What’s more, Actor Festivals every Saturday would have back to back titles starring leading Bollywood stars. Available at Rs 20 per month, the starting price for any pay per view (PPV) movie, 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, Bharti Airtel chief marketing officer 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 catalyze 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.”

Sun 18 North COO and Viacom 18 head international business Gaurav Gandhi said, “We are delighted to partner with Airtel on the SVOD service ‘Superhitz’. At Viacom 18, we are committed to exploring emerging distribution models to maximise content monetization. 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 & promotion will make this service a huge success.”

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