MUMBAI: Sun Direct TV DTH will soon be rolling out its Video on Demand (VOD) service in Hindi. The first movie in the offering will be Karthik Calling Karthik.

The movie is priced at Rs 25 with flexible show timing of three shows a day spread over two days. The movie will be shown on 10 and 11 April.

Sun Direct COO Tony D’Silva said, "With the lifespan of films in theatres reducing to an average of two to three weeks and piracy eating away the revenues, direct-to-home (DTH) platform on television will emerge as an attractive alternative for production houses. New movies on DTH can be effectively leveraged between the theatre release and CD/DVD launch, making it a win-win scenario for all the parties including the subscribers and an additional revenue stream for the DTH platform."