Shemaroo and Airtel digital TV join hands to launch iDarshan

MUMBAI: Shemaroo Entertainment has inked a partnership with Airtel digital TV to launch interactive service – iDarshan.

Available exclusively on the Airtel digital TV platform, iDarshan is a 24-hour interactive devotional application. Designed to provide multiple video/audio feeds at the same time in a snackable format, the applications would enable the customers to enjoy devotional content 24 hours on the channel.

iDarshan would enable customers to enjoy Live Aarti from the four shrines- Tirupathi, Vaishno Devi, Golden Temple and Shirdi. Apart from this, the iTV application would also have library content playing when the Live Aarti is not available. The channel will bring Live Aartis every morning and evening, devotional movies and songs, debates, discussions, pravachans, satsangs, discourses, travel episodes from shrines across the country and pilgrimage information all within the comfort of viewers’ homes.

iDarshan would be available at Rs 15 per month.

Shemaroo Entertainment has tied up with Vistaas Digital Media for content. Shemaroo will be actively involved in the packaging and management of the content.

Shemaroo Entertainment director Hiren Gada said, "We are delighted to tie up with Airtel digital TV, one of the leading DTH players. Being one of the leading content houses, it is our effort to innovate and offer new serviceson all the digital media such as Mobile, Internet, DTH, etc. This platform has given us an opportunity to offer consumer engagement value on the DTH services. We will not only be providing content for iDarshan but also managing it to suit the changing needs of airtel customers."

Airtel digital TV chief marketing officer Sugato Banerji added, "Cricket, Bollywood and devotional content have been the three biggest forms of entertainment for India. The devotional genre is emerging as a key driver for the interactive services category for us, after games and movies. We have 10 devotional, spiritual channels on our platform, the largest across any DTH platform available today. Our partnership with Shemaroo for iDarshan is a reiteration of our commitment to offer services that enrich lives of our customers. In what is an industry first, customers subscribing to iDarshan will not just get to see Live Aarti from four popular shrines but will also have continuous original library content running during periods when there is no live feed. This shrine specific content by giving a complete experience for each shrine within the comfort of ones home, will make for an interesting blend of content that is more engaging and fulfilling for our customers."