There’s some good news for the Indians abroad. Thanks to Schramm Sports and Entertainment and  Media, they will get to see some Bollywood masala as the duo is taking Bollywood to the largest TV operators in the US.
The two companies have created a joint venture to launch a video-on-demand service targeting South Asian communities this summer. BOD-VOD, which stands for ‘Bollywood on Demand – Video on Demand’, will offer content that would include movies, music videos, serials, news, special events and lifestyle programming from Indian media industry.
The first installment of BOD-VOD will feature contemporary classic Bollywood movies such as ‘Hum Dil De Chukke Sanam’ and ‘Rangeela’. BOD-VOD will be introduced to six million digital cable TV homes including those catered by the two largest Multiple System Operators in the United States – Comcast and Time Warner Cable.
Asked on how did they plan to reach out to the Indian audience, Joe Schramm, President, Schramm Sports and Entertainment, said: “While we built our Hispanic offering for cable operators, they asked us about ways in which we could help them reach the South Asian audience. This is a natural evolution of our business to help MSOs attract a variety of ethnic subscribers and to assist them in reducing churn.”
Referring to the new concept, Vinodh Bhat of  Media, said, “VOD is in the early stages and we are partnering with forward-thinking content providers and producers in India – those who want to aggressively and profitably market their programming in the US. The cable TV companies we are working with represent a credible and transparent channel for revenue generation.”
Schramm said, MSOs would either use the network moniker ‘BOD-VOD’ or re-brand the services with their own names. They foresee “flexible pricing strategies” for BOD-VOD, in which the programming could be provided as a subscription (SVOD) service for a monthly fee or as a free (FVOD) service, available to a greater number of digital homes of a particular cable TV system.
For Indian networks looking for carriage on US cable system, the VOD opportunity will serve as a test market to provide the critical data that cable operators require before committing to a more substantial carriage deal for a full-time linear network.
However,  Media is in talks with two communities in Bollywood – film producers or right holders and executives at television networks and are currently entertaining licensing deals with new content providers.