Mumbai: Virgin Media has signed an agreement with digital distributor of South Asian content Saavn to make Bollywood films available on demand to Virgin Media customers.

From July, Virgin Media’s Bollywood launch line-up will include Taare Zameen Par, Life In a… Metro and Race.

Bollywood forms part of Virgin Media’s expanding on-demand line up. Available as a dedicated section on Virgin Media’s on demand service, it enables viewers to choose from 30 hit film titles, with further titles refreshed and added each month. Bollywood joins around 4600 hours of on demand content including over 500 films, currently available from Virgin Media.

Virgin Media CEO of content Malcolm Wall said, "Our agreement with Saavn brings one of the largest digital catalogues of Bollywood films to a UK TV platform for the first time. We’re delighted to be making a fantastic line-up of Bollywood films available as we continue to develop our compelling TV on demand line-up."

Saavn general manager Vinodh V. Bhat said, "Bollywood is the world’s largest entertainment industry – 4 billion tickets are sold to its films each year. And now, thanks to Virgin Media, people will be able to enjoy top Bollywood entertainment on demand, right on their televisions."