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MUMBAI: Shemaroo Entertainment has set up an
alternative content division and is kick-starting
it with The Osho Talks series.
Shemaroo
has signed a multi-year license deal with The
Osho International Foundation under its alternate
content segment "to bring to today's generation
Osho discourses" through the home video
format of VCDs and DVDs titled Osho Talks on
the Shemaroo label.
The
Osho Talks VCDs and DVDs are priced at Rs 149
and Rs 299 respectively.
Shemaroo
has invested approximately Rs 20 million to
tap the lifestyle and alternate market segment.
"Today
home video penetration is huge and reaches out
to a larger set of audience. Also, with increase
in the standard of living along with awareness,
the indulgence element is getting diversified.
People are not just interested in watching films
only. Hence, we decided to launch an alternative
content division which will cater to various
kinds of audiences ranging from children, philosophy,
and literature to fitness and health. We have
invested around Rs 20 million in this new division
for this year and as we penetrate into this
market more, we will pump in more amounts,"
said Shemaroo Entertainment joint managing director
Atul Maru.
"How
to Relax with Yourself and Art
of Loving are the first two releases from
the Osho Talks series. The forthcoming titles
that Shemaroo plans to release shortly include
How To be Really Alive, The Transforming Power
of Sex and Loving and Accepting Yourself,"
stated Shemaroo Entertainment director Hiren
Gada.
Shemaroo
has assigned a budget of around Rs 200000 to
300000 to market the Osho Talks series. "We
have tied up with various retail chains like
Croma and Planet M where the Osho VCDs and DVDs
will be available. We will also be looking at
print and below the line advertising to tap
our target audience," said Maru.
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