| This application boasts of a Bollywood inspired area
which will give users exclusive access to previously unavailable premium
content that includes movie and music video trailers, Bollywood parties
and behind-the-scenes video footage from indiaFM, the world's most
popular Bollywood entertainment site.
According IndiaFM.com founders Saleem and Suleman Mobhani, "Even
as Indian cinema prepares itself to cater to a global audience,
it is fitting that we tie up with Kazaa to assist the movie studios
we partner with for promoting their movies across the world."
According to an official release, this deal means that film producers
can now distribute promotions around music, movies and other large,
media rich files - that would be too large and expensive to host
on a traditional web site - with greater cost efficiency. By distributing
via peer-to-peer (P2P), IndiaFM.com has changed the paradigm of
movie promotion once again, as well as enabling Bollywood fans to
access material that was previously not available to them online.
This alliance would help film-makers to showcase their content,
especially the overseas audience. In the near future, an application
like Kazaa would be a significant alternate source of revenue to
the producers and a key element of their marketing plans.
In a related development, indiaFM.com confirmed that the initial
launch of movie promotions on Kazaa is Sanjay Gupta's Plan and
Cutting Edge Entertainment's Aetbaar, the most awaited thrillers,
both releasing in January 2004. Says Gupta, "IndiaFM.com has
always executed the most innovative promotions for Bollywood movies,
and with this deal Kazaa, indiaFM.com cements its position as the
leader in Bollywood movie marketing."
Added indiaFM head of entertainment marketing Siddartha Roy, "We
are continually working to forge strategic relationships with key
industry players such as Kazaa to expand our audience and extend
our presence in the online entertainment market, which will soon
be a multi-million-dollar business. It sets a new precedent for
how marketing partners can fully leverage their assets to develop
new and enhanced experiences for their consumers."
Cutting Edge Entertainment's Mandeep Singh said, "Accessibility
and speed are two key components for people seeking info or downloading
content on the Internet. This alliance will ensure that consumers
wanting access to promotional content of movies are able to do so
quickly providing immediate gratification. This will also ensure
that consumers are able to enjoy the experience of the content with
the richness and quality with which the content was visualised."
Reacting to this development noted Bollywood movie trade analyst
Taran Adarsh opined, "With Indian cinema going beyond the shores
of India, it is imperative to have tie-ups that would not only give
Indian cinema the reach, but also prove as a revenue model. IndiaFM.com's
tie-up with Kazaa is a step in the right direction and I feel that
this will open new doors and avenues for film producers in India,
who want to reach out to the international audiences. Also with
the West showing keen interest in Bollywood content as can be seen
from Bollywood fairs, the tie-up becomes even more crucial, for
it will act as bridge between two sources wanting to explore each