Through this service, Airtel will be offering popular Disney movie titles across various genres like animation movies, Hollywood classics and live action titles. At launch, the service will offer 20 movie titles like The Lion King, Aladdin, Pirates of the Caribbean series, Tangled, Alice in Wonderland, and Disney PIXAR animation titles like UP, Toy Story and Cars among others.
The company claims that it will be adding more titles to this catalogue on a regular basis. The service will be available for Rs 60 per month and each movie will feature a single ad break. Users can subscribe to the service by sending an SMS <ADD 201> to 54325 from their registered mobile number.
It’s worth noting that Airtel had previously tied up with UTV Motion Pictures (now owned by Disney) to offer a similar subscription-based video on demand service featuring Hindi movie titles from UTV Motion Pictures and a few titles acquired by UTV’s broadcast network in June 2012.
Earlier in 2011, Airtel had tied up with Viacom18 to launch a subscription-based Video on Demand service Superhitz. At launch, it offered around 10 movies like No One Killed Jessica, Dabangg, Mirch, Marigold, Tum Mile, Ajnabee, Dil Hai Ki Manta Nahi, Aashiqui, Pyaar Kiya To Darna Kya and Hello Brother. It had also partnered with BigFlix to launch Airtel Movies service. The company mentions that it now offers Bollywood, regional and now Hollywood movies through its subscription-based video on demand service.
Last year, Airtel had also introduced a video on demand service which allows customers to connect set top boxes to their broadband connection and download TV content from an on-demand video library. In March this year, the company had tied up with Digivive to launch a mobile TV service called Pocket TV that allows Airtel digital TV subscribers to watch live content from over 150 channels for a monthly fee of Rs 60.
In 2011, Tata Sky had launched its Video on Demand service which includes Catch Up TV and VoD Movie Library. The service included channels like Star Plus, Colors, SAB TV, NDTV, SONY Entertainment, Channel V and others which would be hosted on the Tata Sky server. It also featured a Movie Library with over 500-1000 movie titles across multiple genres and languages. Earlier this year, the company had also launched Everywhere TV service to offer live and on demand streaming of TV shows and movies.
India’s largest DTH player Dish TV also offers a movie on demand service for a monthly price of Rs 35. Last October, it had partnered group company Ditto TV to offer Live TV, Movies, TV shows and videos on mobile phones.