MUMBAI: New York-based media company Saavn has inked a deal with broadcast-quality Internet television service Joost to expand its distribution of Bollywood music videos over the Internet.

Saavn is a web community and social network that brings people together based on a common interest – South Asian content. Its members can enjoy the latest in Bollywood and other South Asian film, music, television, sports and events with their friends and family on Saavn.com.

Bollywood has danced its way into American pop culture over the past year, frequently popping up in American movies, television programs, and commercials. At the same time, Bollywood music is becoming more and more popular. Joost will serve this rapidly-growing market for Bollywood movies and music by providing programming from Saavn‘s vast library on the platform. Joost users will be able to watch movies with some of Bollywood’s most famous stars, and many of the most popular Bollywood songs, such as ‘Dil Na Diya,’ ‘Aankhon Ki Gustakhiyan’ and ‘Jhalak Dikhla Ja’ will also be on Joost.

“The user experience with Joost is far more advanced than with any other company in its arena. Their approach to video distribution takes full advantage of the nature of the Internet and also provides a secure environment for professionally produced content. This is just the beginning – Bollywood fans around the world will be taking many work breaks once they see how easy and fun this new service is,” said Saavn co-founder and general manager Vin Bhat.

Joost executive vice president content strategy and acquisition Yvette Alberdingk Thijm said, “There is a growing appetite for Bollywood films and music around the world, but until now, there hasn’t been widespread access to great Bollywood programming. As a global distribution platform, Joost is a destination where people connect over their favorite programming, and our partnership with Saavn demonstrates the range and depth of the programming on Joost.”