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Saavn,
a New York-based media company offering South Asian content, has joined
hands with Joost, a broadcast-quality internet television service, to
make hit Bollywood music and movies more accessible to fans in America.
Bollywood
has danced its way into American pop culture over the past year,
frequently popping up in American movies, television programmes, and
commercials. At the same time, Bollywood music is becoming more and
more popular. But until now, Bollywood music mostly has been available
in neighbourhood Indian shops or through clips of music videos found
sporadically on the web.
Together, Saavn and Joost are changing
that, Saavn, a web community and social network that brings people
together based on a common interest - South Asian content - said in
announcing the deal with Joost. Its fare includes Bollywood and other
South Asian films, music, television, sports and events.
Joost
will serve the rapidly growing market for Bollywood movies and music by
providing programming from Saavn's vast library on the platform. With
the Saavn content being available on Joost, music fans can enjoy
Bollywood music on their own schedules and watch rare music videos in
their entirety, it said.
Joost users will be able to watch
movies with some of Bollywood's most famous stars, and many of the most
popular Bollywood songs, such as "Dil Na Diya," "Aankhon Ki
Gustakhiyan" and "Jhalak Dikhla Ja" will also be on Joost.
"The
user experience with Joost is far more advanced than with any other
company in its arena," said Vin Bhat, co-founder and General Manager of
Saavn.
"Their approach to video distribution takes full
advantage of the nature of the Internet and also provides a secure
environment for professionally produced content. This is just the
beginning - Bollywood fans around the world will be taking many work
breaks once they see how easy and fun this new service is."
Founded
by Janus Friis and Niklas Zennstrцm, Joost claims to be the first
online, global TV distribution platform, bringing together advertisers,
content owners and viewers in an interactive, community-driven
environment.
Yvette Alberdingk Thijm, executive vice president,
content strategy and acquisition, said, "There is a growing appetite
for Bollywood films and music around the world, but until now, there
hasn't been widespread access to great Bollywood programming.
"As
a global distribution platform, Joost is a destination where people
connect over their favourite programming, and our partnership with
Saavn demonstrates the range and depth of the programming on Joost."
Indo-Asian News Service
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