MUMBAI: As part of its strategy to focus on new media initiatives, Eros International has inked a deal with internet TV service Joost (www.joost.com) to provide it with over 200 Bollywood movies and over 600 music videos from its catalogue.

Joost will feature Bollywood music videos and Indian filmed entertainment through exclusive Eros movies and music video channels.

The catalogue includes films such as 1942-A Love Story and Salaam - E - Ishq.

"We are very pleased to be a part of Joost and to be able to create Eros-branded music video and movie services. We are strong supporters of advertising-supported business models and believe Joost’s ability to deliver targeted and interactive advertisements will benefit consumers and marketers equally. This ability poises the company to expand the video distribution business and capture an enormous market opportunity,"
said Eros International EVP corporate development and new media Marcus Stuart.

Joost EVP content strategy and acquisition Yvette Alberdingk Thijm said, "Bollywood films and music have seen tremendous growth recently, and demand continues to grow. With Joost, people around the world are able to watch these movies and music videos for free. As a global entertainment platform, Joost is a destination where people connect over shared interests, like Bollywood. Our partnership with Eros demonstrates the variety of the programming available on Joost."

Founded by Janus Friis and Niklas Zennström, Joost uses TV content on the internet by offering viewers a full-screen audiovisual experience under a web 2.0 user experience. Joost is an online, global TV distribution platform, bringing together advertisers, content owners and viewers in an interactive, community-driven environment.

On the new media front, Eros already has partners such as Comcast, YouTube and Sky.