Hungama.com has extended its on-demand movie service to UAE and Middle East, targeting the Non Resident Indian (NRI) and South Asian community present in these regions. The company also plans to launch this service in Singapore in the next three weeks.
Content: Through this service, Hungama will be offering its entire movie catalogue consisting of Bollywood and regional movies across various languages including Bengali, Malayalam, Gujarati, Marathi, Telugu, and Tamil among others, to the consumers.
The company claims to have a movie library over 5,000 movies and television titles through content partnerships with movie studios like Yash Raj Films, T-Series, Reliance Home Video, Ananda Video, Ultra, Shemaroo, Krishna and Kavitalaya. Hungama claims that the service already has over 50,000 paid subscribers from India and hopes to have 10,000 subscribers from the Middle East in the first phase.
Pricing: Hungama stated that the movies will be available in both premium HD and SD format, and the service will be available for a monthly subscription fee starting at 7 UAE Dirhams (Around Rs 101) per month. There is no word on the various pricing plans available, and if users will have to shell out more for accessing the HD content. In comparison, Hungama movies is available in India via two different monthly subscription plans – A Rs 149/month plan which allows subscribers to access SD content and Rs 249/month plan which allows subscribers to access SD and HD content.
Its also worth noting that the service will continue to be available via the Intel Insider platform, indicating that the movies will be DRM-locked.
Previous Developments: Hungama had launched its movie service in Q2 2011 and had stated its intentions to extend the service to 30 markets before the end of FY-2011. Back then, the service offered around 50 movies from Yash Raj Films, Paramount Pictures, T-Series and Reliance Home Video.
In July 2012, Hungama had partnered with ITC to launch a digital singing talent hunt ‘MOBisur’, which allowed participants to send their voice recording through their mobile phone and upload it to the MOBisur website. Prior to this, Hungama had partnered with Aptech to launch its mEducation offerings. It had also partnered with Vringo & Tata Docomo to launch a video ringtone service, with Midday Infomedia to launch a casual games section and with the Bollywood music channel 9XM to launch an online Bollywood music store at 9XM.Hungama.com and 9XM Radio which featured Bollywood Songs, celebrity interviews, anecdotes from 9XM’s characters, and Bollywood caller tunes.