Nirvana Digital, a distributor of Bollywood audio and video content across Internet and mobile platforms, announced the availability of its content catalogue, comprising of Bollywood films and music videos for free viewing on video sharing website,YouTube. The content catalogue includes 70 movies and 5 documentaries including titles like Iqbal, Apna Sapna Money Money, Right Yaa Wrong and others. YouTube had recently launched the YouTube Box Office section, and features a premium film every month, for free for its audience, albeit backed by sponsors. while Box Office is only available in the Indian region, YouTube offers about 240 Hindi movie titles in the US via rentals.
Nirvana Digital monetizes content through ad revenue or revenue sharing from video-on-demand rentals. Although it has inked a two year deal with content providers, its partnership with YouTube depends on the latter’s willingness to run Box Office and on sponsors. According to Anis Tadvi, VP-Distribution, Nirvana Digital, all content partnerships are on a revenue share basis until a brand sponsor already exists in the equation exclusively, in which case the monetization from the IPR (Intellectual Property Rights) is better.
The company has mix of mobile-and-Internet, and internet-only rights for more than 200 movies, from major production houses like Mukta Arts, Eagle Films and Maya Movies, across major Internet platforms like YouTube, HULU, Amazon VOD, Dailymotion, Apple iTunes, Roku, Fandor and others. Nirvana Digital also holds the licensing rights for over 5,000 videos,including full-length Bollywood movies, music videos, documentaries,independent films and Bollywood news and events, for digital and mobile distribution and monetization.