Mumbai: Rajshri Media and Eros International have entered into an alliance to market and distribute their content libraries on each other’s web platform.

Rajshri Media operates www.rajshri.com, whereas Eros International offers Bollywood fans access to their favourite entertainment through www.erosentertainment.com.

Rajshri Media managing director Rajjat A. Barjatya said, "The internet is fast emerging as the most preferred marketing and distribution platform to reach an audience that is young, educated and tech savvy. In this day and age of rampant piracy on the web, partnerships like these are the need of the hour to ensure better monetization of content and to provide legal and comprehensive platform for consumers."

Eros International senior vice president business development Kumar Ahuja added, "It’s exciting that two Bollywood players are for the first time sharing content in the on-demand space. With the increase in demand for digital distribution and on demand consumption of content by consumers, this innovative step will help users take advantage of our shared content."