Bollywood production and distribution firm Shemaroo has tied up with cable TV and Internet service provider Hathway to offer premium ad-free video content to Hathway users. Shemaroo-owned channels like Miniplex, Comedywalas, Om Shakti, Ibaadat, Lamhe Movies and Yippee is now available for Hathway’s Cable TV users. The channels are offered free of cost to the consumers for the first month as a promotional offer. Post this period, these services will be available at different price points.

Note that the channels are originally owned by Shemaroo, but is available as a Video on Demand (VOD) service to Cable TV users. Viewers pay a fixed monthly fee and can either watch movies/videos on demand as per their choice or simply turn on the channel to watch what’s being broadcasted. For Hathway users, this can be considered as a “topped up” or value added service.

Shemaroo generates a part of its revenue by distributing content to satellite channels, telecom operators, sells physical format CDs and streams content on digital mediums like broadband, IPTV, and DTH, among others. Apart from Hathway, Shemaroo has content partnerships with video streaming platforms like Hotstar, HooQ, and on app/music stores like iTunes, Google Play, among others.

Last month, the production company renewed a content partnership deal with streaming provider Vuclip. It had earlier tied up with DTH operator DishTV to let users watch Shemaroo’s movie premieres every Friday via a service named Miniplex, which is being offered as a subscription for Rs 60 per month. The company has a similar partnership with Airtel Digital TV as well. Shemaroo competes with other production and distribution firms like Hungama and Balaji Motion Pictures which also has content partnerships with DTH operators, video streaming providers, and telecom companies.


For the quarter ended December 2016 (Q3FY17), Shemaroo reported:
-New media revenues of Rs 23.5 crore, up 41.6% Year-on-Year, accounting for 17% of overall revenues.
-Net profit after tax of Rs. 14.5 crore for the quarter, up 13.4% YoY from Rs. 12.8 crore in the same period last year.
-Shemaroo’s claims to have crossed 2 billion views on YouTube during the quarter ended December 2016 (Q3FY17). This is up from 1 billion views that it reported in the previous quarter