(10 December 2008 9:00 pm)

MUMBAI: Rajshri Media, the digital entertainment arm of Rajshri group, has tied up with Joost, the flash-based global web video service. Through this partnership, Rajshri Media will syndicate its library of Bollywood programming, including full-length feature films, music videos, TV shows and made-for-web programming, like the series Akbar Birbal Remixed, for free streaming on www.joost.com.

Rajshri Media managing director Rajjat A. Barjatya said, “Rajshri Media is delighted to partner with Joost and make our library of Indian entertainment programming available on demand to a global audience. We strongly believe that our partnership with Joost will help us reach out to a new, mainstream international audience and be a catalyst in our endeavour to take Bollywood global.”

Joost global programming head Danny Passman said, “Bollywood films and music continue to grow in popularity, and their appeal extends far beyond the borders of India. Joost is a site where people can enjoy mainstream favorites alongside their niche interests and tastes.”