Indian Entertainment Giant Rajshri Taps Brightcove for Online Premiere of New Movie 'Vivah' on Rajshri.com

Indian Entertainment Giant Rajshri Taps Brightcove for Online Premiere of New Movie 'Vivah' on Rajshri.com

Distribution Strategy Targets Millions of Global Indians and South Asians Living Across the World

MUMBAI, India and BOSTON, Dec. 4 /PRNewswire/ -- Rajshri Media, the digital entertainment arm of the 60 year old Indian entertainment giant Rajshri and Brightcove, an Internet TV pioneer, announced today a pathbreaking new media led distribution initiative -- the online premiere of the highly anticipated Bollywood movie 'Vivah' (Wedding), day and date with its worldwide theatrical release. The movie can be downloaded with a 72-hour rental license at Rajshri.com and Brightcove.com.

Coinciding with the online release of 'Vivah', Rajshri Media has launched India's first broadband entertainment destination online at Rajshri.com. The company plans to expand its broadband video programming, distribute new and old Indian entertainment and infotainment content across multiple genres to audiences worldwide and introduce original programming conceptualized and created for new media, thereby making Rajshri.com the first choice for premium Indian entertainment content online.

"The audience for Indian entertainment content is growing very rapidly outside of India, with an estimated 25 million strong non-resident Indian population and an equally large non-Indian audience consuming Indian movies, TV shows, music and more on a regular basis. This audience is fragmented and underserved but connects very strongly with Bollywood. We are breaking new ground by the online premiere of 'Vivah' and are thereby making our new movie available online, in a secure manner, day and date with its theatrical release," said Rajjat A. Barjatya, Managing Director, Rajshri Media. "We are proud to partner with Brightcove for this pathbreaking multi-platform new media initiative."

"Rajshri is a Bollywood powerhouse with an incredible history and depth of film and music entertainment," said Jeremy Allaire, chairman and chief executive officer, Brightcove. "Rajshri is taking full advantage of the Brightcove service to expand its reach, while at the same time retaining full control over pricing, rental policies, and content distribution, which are all crucial ingredients for a successful broadband business."

About Brightcove:

Brightcove is an Internet TV service that empowers video producers and programmers to build broadband businesses while giving viewers more choices and control over their use of video and television. Founded by Internet pioneer Jeremy Allaire in 2004 and based in Cambridge, Massachusetts, Brightcove is a private company led by a management team that includes senior executives from Allaire, Macromedia, ATG, Comcast, MTV Networks, News Corp., Lycos, MediaVest, and Discovery Networks.

About Rajshri Media (P) Limited:

Rajshri Media is the recently incubated digital entertainment and new media arm of the Rajshri group, one of India's oldest, largest and most successful integrated entertainment houses. The company aims to create, aggregate and distribute rich, premium Indian content to digitally connected consumers worldwide. The mission of the company is to enrich the lives of millions across the world with the power of Indian wisdom, heritage and entertainment, using digital media and technology as an enabler.

Source: Brightcove

CONTACT: Erika Shaffer of SutherlandGold Group, +1-206-972-5514, or
erika@sutherlandgold.com, for Brightcove; or Harsh Mehta of Weber Shandwick,
+91-022-22022293 /335, or harsh@corvoshandwick.co.in, for Rajshri Media (P)
Limited

Web site: http://www.rajshri.com/

Web site: http://www.brightcove.com/

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Profile: intent