YRF enables digital downloads via website

MUMBAI: Just as Dhoom:2 is ready for release on 24 November, Yash Raj Films is gearing up to match the look and feel of their film and also leaving no stones unturned to reach out to their audiences worldwide.

Yash Raj Films has revamped their website www.yashrajfilms.com to make it more consumer friendly. The new website was launched by Microsoft Worldwide CEO Steve Ballmer.


Speaking at the launch Chopra said, “The Yash Raj Films website has been popular across the globe. The revamped site opens the way for the discerning Indian viewer to purchase the best of Yash Raj Films content without stepping out of their homes.”

Not only can one now place orders for Yash Raj Films audio and video titles online and have it delivered home; one can also digitally download songs from the latest YRF production, Dhoom:2 as well as a whole host of audio content from the YRF archives ranging back to Dil To Pagal Hai.


The other key feature of site is its Online Store, which allows visitors to shop for their favourite video (DVD, VCD) and audio (CD, Cassettes) titles online, and have the same delivered to their homes.


While this facility has been operational for overseas customers since 1997, when the YRF Website was originally launched; Indian users can now reap full benefits of the revamped site.


Chopra adds, “The new website will enable us to remain in close touch with consumer expectations and we shall continue to adapt to the latest technologies to offer our consumers the best entertainment experience possible. The DRM (Digital Rights Management) solution is the first of its kind in the country and we expect it to fuel a revolution in the entertainment industry.”


The website is India’s first DRM enabled online Webshop, through which users can buy and download audio tracks in a digital format, using Microsoft’s Windows DRM technology, which allows safe download of digital content over the web.


Incidentally, Yash Raj Films also released the songs of Dhoom:2 on iTunes on the day of its store launch. The audio content of all YRF archive catalogue titles will soon be available for digital downloads on iTunes and other leading digital platforms of the world.


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