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Playboy content, games and apps to be distributed in India by Shemaroo

playboy_logo_2598Shemaroo Entertainment Limited entered into an agreement with net mobile AG to distribute content from Playboy Enterprises Inc in south Asian countries which include India, Nepal, Bhutan, Sri Lanka, Pakistan and Bangladesh. Shemaroo says that it has handpicked Playboy’s lifestlye and glamourous content that adheres to the Indian regulatory framework. This marks the entry of Playboy’s content in India (officially the magazine is banned owing to India’s obscenity laws).

In addition to distributing video and pictures from Playboy’s content library to mobile platforms, Shemaroo will also develop mobile games, portals, services and apps with Playboy’s branding. The company also plans to sub-license these rights to distribute content or develop products around Playboy.

Playboy had earlier tried to open its Playboy Clubs in Goa,in 2012, but was denied permission by the state government on technical grounds. PB Lifestyle, the Mumbai-based franchisee of Playboy had planned to open 120 clubs, hotels, fashion cafes and shops in India. Playboy finally opened a club in August 2014 in Hyderabad  but was again met with opposition from the  members of Bharatiya Janata Yuva Morcha (BJYM) and Hindu Janajagruti Samiti (HJS) who believed that the club would be a bad cultural influence.

Shemaroo’s other deals

– Earlier in November 2014, Shemaroo signed a deal with digital distribution company The Orchard to market its music catalogue in the Middle East and North Africa regions.

-In September 2014, Shemaroo also came out with its IPO and sought to raise Rs 120 crore by selling 7.7 million shares of the company. Shemaroo’s IPO closed with bids at 5 times the number of shares offered for purchase.

-According to Shemaroo’s red herring prospectus, the company has a content library of more than 2,900 titles. This includes 759 titles over which it has complete ownership rights (of which 355 are Hindi films, 364 are regional films and 40 are “special interest content” like devotional and kids content) and 2,159 titles over which it has Aggregation Rights, of which 1289 are Hindi films, 728 are regional films and 142 are special interest titles.

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-Shemaroo has tied up as an official channel partner on YouTube and is currently managing 32 channels on the service. This includes Shemaroo Movies, Shemaroo Entertainment and Filmi Gaane among others. Besides this, it has agreements with video on demand services like Daily Motion, Yahoo India and Spuul among others.

-Shemaroo Entertainment has partnered with MTS India to offer its devotional service ‘iDivine‘ as a value added service for MTS MBlaze subscribers. The company said the service will allow MBlaze subscribers to watch live and recorded video darshans of temples, Dargahs, Gurudwaras and churches.

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