Mela, the global multi-platform consumer entertainment service from Verismo which focusses on South Asian content, has introduced online streaming of full length movies on its portal, allowing users to view select movies on their computers, free of cost. The company noted that these free-to-view movies will also be available on Mela TV apps on iPad (outside India), Roku (outside India and US), Android, Kindle Fire, Samsung TVs and DVD. Content: Mela said that the service will initially offer eight Hindi movies for free viewing, with new titles from Hindi and eight regional languages being added every week. Among the titles offered currently are The Dirty Picture, Ishqiya, Jodi Breakers, Black, Firaaq, The Forest, Chaurahen, Will you Marry Me?, Good Night Good Morning and Virgin Goat. Advertising deals: Mela stated that it has partnered with external South Asian websites, magazines, and TV shows who will serve as monthly premium sponsors for each of these movies. The initial lineup of advertisers include Asian Variety Show TV, a North American television network which focuses on South Asian content; BizAsia, a UK-based South Asian entertainment news portal; BollySpice, a Bollywood news portal; Miss Malini, a Bollywood and fashion blog; Long Live Cinema, a South Asian independant film database and masalamommas, an online magazine for South Asian mothers. Our Take: We tried accessing the service on a Macbook Air. While we were able to browse through all movies listed on the portal and view detailed information on them, we were unable to stream any of the movies on our computer since…
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