Shemaroo partners with Airtel digital TV; Launch iDarshan

Shemaroo Entertainment Ltd., today announced its partnership with Airtel digital TV to launch interactive service- iDarshan. Available exclusively on the Airtel digital TV platform, iDarshan is a 24- hour interactive devotional application for Airtel digital TV customers. Designed to provide multiple video/audio feeds at the same time in a snackable format, the applications would enable the customers to enjoy devotional content 24 hrs on the channel.

iDarshan would enable customers to enjoy Live Aarti from the four shrines- Tirupathi, Vaishno Devi, Golden Temple and Shirdi. Apart from this, the iTV application would also have library content playing when the Live Aarti is not available. The channel will bring Live Aartis every morning and evening, devotional movies and songs, debates, discussions, pravachans, satsangs, discourses, travel episodes from shrines across the country and pilgrimage information all within the comfort of viewers' homes.

iDarshan would be available @ Rs.15 per month. To activate iDarshan on the Airtel digital TV, customers need to call 12150.

Speaking on the occasion, Sugato Banerji, Chief Marketing Officer, Airtel digital TV, Bharti Airtel, said "Cricket, Bollywood and devotional content have been the three biggest forms of entertainment for India. The devotional genre is emerging as a key driver for the interactive services category for us, after games and movies. We have 10 devotional, spiritual channels on our platform, the largest across any DTH platform available today. Our partnership with Shemaroo for iDarshan is a reiteration of our commitment to offer services that enrich lives of our customers. In what is an industry first, customers subscribing to iDarshan will not just get to see Live Aarti from four popular shrines but will also have continuous original library content running during periods when there is no live feed. This shrine specific content by giving a complete experience for each shrine within the comfort of ones home, will make for an interesting blend of content that is more engaging and fulfilling for our customers."

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