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Internet portal has announced the appointment of Elephant Advertising for the launch of its digital entertainment on-demand online service, The new service makes available some of India’s most popular entertainment content for online download. The service is available worldwide and is targetted at broadband-enabled South Asian audiences in the US, the UK, Canada and South East Asia.

The STAR Group wholly owns, while Elephant Advertising is a subsidiary of CineMaya Media Group in North America.

Content from across the STAR network, including popular shows like ‘Kahaani Ghar Ghar Kii’, ‘The Great Indian Laughter Challenge’ and ‘Koffee With Karan’ are available for download. The new service also has the best of Indian documentaries, and music videos available online. Bollywood movies, music and regional language content will be added to the mix shortly.

The new service is offered via a ‘download-to-own’ model, in which content is downloaded to the end-user’s system. Purchased content is then playable on up to two Windows Media compatible devices, including portable players, thus allowing consumers to view their content on the go.

“The service is the first online entertainment store specifically targetted for the NRI community around the world. We are starting the marketing campaign for this exciting launch through Elephant Advertising, which has an expertise in South Asian advertising in North America,” said Ajay Vidyasagar, Executive Vice President and Head-Interactive Media, STAR India.

“This is a long-needed solution to fans of Indian entertainment, who are selective in their programming delivery preferences. With, an NRI no longer needs to go to the video store or wait for the programme to air on television. One can watch the best of the programmes on STAR and other networks online, anytime and from anywhere,” stated Nayan Padrai, President, Elephant Advertising.

Single episodes are now available for free on a trial basis in order to allow users to sample the quality of the content and service. Additional episodes are priced starting from US$0.99, though special discounts are available for bundle purchases.


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