Airtel launches on-demand movie service for broadband subs

MUMBAI: Bharti Airtel has launched an on-demand home entertainment service, Airtel Movies, for its broadband customers.

Airtel Movies will be an on-demand digital video library with “original DVD quality” content that would be available to Airtel
broadband customers in the form of an add on monthly pack.

Powered by Reliance ADAG’s BigFlix, the service will be available for Rs 299 per month and customers can enjoy over 500 movies along with 100 TV shows, 100 trailers and 100 music videos from the library.

The content will not be ad supported and it won’t add towards
bandwidth consumption charges, except in Punjab.

Bharti Airtel CMO Telemedia Services Girish Mehta said, “The launch of ‘Airtel Movies’ comes on the back of a rousing response to our recent offerings of Airtel broadband TV and Airtel Photos and is in line with our commitment of enabling our customers in doing more with the Internet. Airtel has always led the way in bringing in innovative services through industry leading partnerships. We are confident that this service will enrich our customer’s lives and enable them to balance their work, family and entertainment needs by transforming their experience from appointment viewing to one of choice. We will
look to continuously refresh content in response to feedback and customer needs.”

The service offers content across genres including Bollywood,
regional, and Hollywood. In addition to this, customers can also sample the music (film and non-film) and trailer videos from recently released movies.

Reliance Entertainment COO digital Manish Agarwal said, “The launch of Airtel Movies powered by BigFlix is a novel association that will bring in an exciting package of on-demand entertainment content for the Indian broadband customer. It will allow consumers to watch movies and TV shows of their choice sitting in their homes through their Airtel broadband connection that is free of advertisements. We at BigFlix believe that future of content lies in ‘on demand’ nature of
service and with partnership with Airtel, BigFlix is able to provide millions of Indians a choice and convenience of content consumption and content owners a new way of reaching out to consumers at much cheaper cost."

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