Airtel has partnered UTV Motion Pictures to launch Superhitz, a subscription based video-on-demand (SVOD) channel on its DTH platform, Airtel Digital TV. The channel will offer content produced by UTV Motion Pictures as well as few titles acquired by UTV’s broadcast network.

To avail this service, existing subscribers of Bharti Airtel’s DTH platform will have to send an SMS- ADD 159 to 54325 and subscribe at Rs 31 per month. Disney UTV told MediaNama that they are in talks with other DTH players. So we assume that this service might come to other DTH players as well.

UTV Motion Pictures, established in 2004, is an integrated studio which serves creative development, production, marketing, distribution, licensing, merchandising and syndication of films worldwide. UTV claims that it  has a library of over 50 films including Hindi, Regional, Animation and International Productions.

Movies offered: The movie catalog for Superhitz will include movies like Dev D, Kaminey, Wake Up Sid, A Wednesday, Fashion, Jodhaa Akbar, Life in A Metro, Raaz, Murder, Ghulam, Zakhm, Dil Chahta Hai, Swades, Rang De Basanti, Jodhaa Akbar, Dev D, Khosla Ka Ghosla, The Namesake, Life in a Metro, Oye Lucky! Lucky Oye!, Fashion, Kaminey and more recently Raajneeti, Udaan, Peepli [Live], No One Killed Jessica, Delhi Belly, Ek Main Aur Ekk Tu, Paan Singh Tomar, among others.

Other Players: Airtel had previously partnered with Reliance ADA group owned online streaming and DVD/VCD rental service BigFlix, to offer consumers the ability to watch a stream of 500 movies, 100 TV shows, 100 Trailers and 100 music videos at Rs 229. However, the service is not available to Airtel DTH subscribers but only to broadband subscribers. If Airtel could pull in both the services — Bigflix and Superhitz — for Airtel DTH subscribers as a VOD service, it might give subscribers variety of options to select from. In fact Tata Sky offers an internet based VoD serice for its Tata Sky+ subscribers. Apart from that, other DTH players like TataSky, DishTV, Videocon D2H also offer their own VOD service on pay per view and subscription basis. So it would be interesting to see how many users the service is able to garner.