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Eros International’s online movie streaming service Eros Now has started featuring television programming content on its site.

At the time of writing this article, it features episodes from two Pakistani television shows – Maat and Humsafar. Beginning next month, the company said it will be featuring episodes from soaps & reality shows from Colors television channel like Balika Vadhu, Uttaran, Sasural Simar Ka, Beintehaa, Rangrasiya, Sanskaar (Season 2), Madhubala, Comedy Nights with Kapil and Khatron Ke Khiladi (Season 5). It will be available for both free and paid subscribers of ErosNow.

What’s strange though is the really long window of 36 hours between the television premiere and the content being available on the site. In comparison, these shows are available on Colors’ YouTube channel and on Spuul in couple of hours of its television premiere.

A short window is necessary for television content like serials since they air a new episode on a daily basis and with a long window of 36 hours, a newer episode would’ve been aired on the television, by the time the user is able to watch an episode on the service. Most of ErosNow’s competitors which offer television content like YouTube, Spuul and Sony LIV currently have a window ranging from 30 minutes to a couple of hours.

Earlier this year, Eros International had mentioned that it was shifting from a premium-only model to a freemium model wherein it plans to earn revenue from three different channels – advertising for free content, transactional revenue through pay-per-view content and subscription revenues primarily from International markets. It had also inked tie-ups to add Bollywood movie titles from UTV and Viacom18 to their catalogue in September last year.

The company had reported digital and ancillary revenues of $12.9 million for the quarter ended December 21st 2014, down from $13.6 million reported for the same period last year. For the nine month period ended December 31st 2013, revenues for the digital and ancillary segment were at $29.3 million, down from $31.3 million for the same nine-month period ended 31st December 2012.