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Share to concentrate more on Internet advertising in first stage of launch, the online movie portal from Reliance ADAG’s entertainment division, has announced its plans to target the overseas market for its movie streaming and downloads in the early stages of its launch. The vertical has plans to launch home delivery and retail outlets too in the Indian market from September 2007. The portal will have both subscription and advertising revenue models in place.

Rajesh Sawhney, President, Reliance Entertainment, observed that would be mainly targetting the NRI and overseas market as the infrastructure is quite developed there already. Speaking about the communication plans for the new initiative, he said, “We will be using the online medium considerably in the first stage for promotional activities as this will be targetted towards the online NRI audience. In the second stage, after the launch of the home delivery service in India, we will use other mass media like television.”

As reported in May 2007 by, Law & Kenneth will be handling the creative duties for the portal, and the ad spend is estimated to be upwards of Rs 10 crore.

Kamal Gianchandani, COO,, noted that the portal would be primarily looking at a subscription-based revenue model. Elaborating more on the advertising revenue model, he said, “There will be advertising rolls placed before and after the movie, and the movie can be viewed by the audience online but it cannot be downloaded on to the personal computer.”

The home delivery and retail business will be launched initially in the cities of Hyderabad, Chandigarh and Pune. Sawhney believes that these cities represent the diversity of the country and will help them identify the kind of content that the company would have to procure in future. The service has been launched, reportedly with a library of 1,000 movie titles, and 1,000 more to be added soon.


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