Sun Direct launches video on demand service in Hindi

Hindi being the largest movie industry in the country, this is a gift to the Hindi movie loving people allowing them to catch the latest Bollywood movie from the comfort of their homes. The Movie is comfortably priced at Rs 25 with flexible show timing of three shows a day spread over two days, to start with on April 10th and April 11th 2010. The customer can book for their shows either through SMS or telephone and view the movie throughout the day.

Speaking on the occasion Tony D'Silva, COO of Sun Direct said "With the lifespan of films in theatres reducing to an average of two to three weeks and piracy eating away the revenues, direct-to-home (DTH) platform on television will emerge as an attractive alternative for production houses. New movies on DTH can be effectively leveraged between the theatre release and CD/DVD launch, making it a win-win scenario for all the parties including the subscribers and an additional revenue stream for the DTH platform."

There's usually a two months gap between a movie in a theatre and it being available on CD/DVD's. Once a subscriber pays for a Video on demand, it can be viewed for any of the shows on the next two days by the entire family.

With this launch Sun direct continues its aggressive and proactive marketing initiatives; earlier, they had launched India's first HD services nationally and VOD in Telugu and Tamil.