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Zee Entertainment (ZEEL) has partnered with the US based Internet TV portal FilmOn to launch a customised channel called Zee Bollywood TV, reports Indiantelevision. The channel will be broadcast in Hindi with English subtitles and be available for free on the desktop, tablet and mobile.

According to the report, this partnership will broadcast Zee’s programmed content to Indian audiences in the US and UK as well. The HD channel will allegedly also broadcast premium content, along with Bollywood movies, talk shows and drama shows. FilmOn claims to have over 65 million unique monthly users, over 600 free channels and over 90,000 video on demand titles.

Founded by Greek billionaire Alki David in 2006, FilmOn is an Internet TV portal which lets users view local TV across the world. It also allows users to create live and VOD channels and the channel lineup differs for different countries. The company reportedly launched an internet TV streaming service for mobile devices in 2010 and claims to have an over the air (OTA) distribution model through FilmON AIR, a portable tuner which brings OTA HD channels to mobiles and computers.

Previous ZEEL developments:

– Last month, ZEEL’s digital ecosystem Zee Digital Convergence (ZDC) and its content studio Essel Vision Productions Ltd were working on a new online-only instrumental musical show called Life is Music. The seven week series was to launch on June 15 and would be available on and ZEEL’s live TV streaming and VoD service Ditto TV. This was ZEEL’s first attempt at producing original digital content.

– In April this year, ZEEL hired Piyush Sharma as the CEO of new initiatives for India and Asia-Pacific. In his new role, Sharma would be responsible for new initiatives like showcasing programming and content across multiple media platform including web, mobile and on-demand video.

– In April last year, Zee Entertainment was planning to launch an online video portal called Bollyvod, in partnership with Voddler. Zee already had a mobile based video on demand service called Ditto TV.

– In 2013, Asia Today (Mauritius), a wholly owned subsidiary of ZEEL formed a joint venture with the Stockholm based video on demand provider Voddler Group, other than obtaining an in-principle approval from the company board for this initiative. It committed $5 million investment for this joint venture and planned to develop a proprietary storage and streaming technology which would enable the distribution of its video on demand service (Ditto TV) on a large scale in the international market.

– In 2010, ZEEL inked a joint venture with US based digital media firm Media Corporation (MMC), to launch an entertainment website. MMC’s portfolio of websites included, Hollywoodlife, OnCars, Movieline, Deadline, Fan, Young Hollywood Awards, Hollywood Style Awards and Fashion Rocks. The new portal would apparently offer users “exciting entertainment viewing options and other leading portal applications”.

Image Credit: Flickr user Paul Townsend