MUMBAI: Eros International and US based cable behemoth Comcast’s subsidiary International Networks have inked a content-distribution alliance to launch the US first Bollywood subscription video-on-demand service branded Bollywood Hits on Demand.

The service, which went live on 19 September, will allow subscribers to get popular Indian movies on demand, including the latest releases, blockbusters and evergreen classics.

“We were looking for the largest aggregator of Bollywood content that could help us build a successful SVOD model and Eros was the logical partner. We chose this genre because it has such a popular following. There is also a loyal base of South Asian customers on cable so there is already a demand for more Bollywood product,” said International Networks senior vice president Scott Wheeler.

Eros’ US operations president Ken Naz added, “We are delighted to announce the launch of our Bollywood service on Comcast’s platform, which is the largest cable network provider in the US. This is another significant milestone in Eros’ new media strategy.”

The service will initially offer 50 hours of content per month and refresh 50 per cent of its offerings each month. At first, approximately 20 Bollywood movie titles will be featured monthly. Plans are to add Bollywood music and television series too at a later date.