Rajshri, Brightcove JV for Vivah online premiere

New Delhi, Dec 5: Rajshri Media, the digital entertainment arm of the 60-year old Rajshri, has tied up with Cambridge-based Internet TV service provider Brightcove, for the online premiere of the formers latest film 'Vivah'.

The movie can now be downloaded with a 72-hour rental license at the company's just launched portal Rajshri.com and Brightcove.com.

''The audience for Indian entertainment content is growing very rapidly outside India, with an estimated 25 million strong non-resident Indian population and an equally large non-Indian audience consuming Indian movies and TV shows on a regular basis.'' ''We are breaking a new ground by the online premiere of 'Vivah' and are thereby making our new movie available online, in a secure manner,'' said Rajjat A Barjatya, Managing Director, Rajshri Media.

Coinciding with the online release of 'Vivah', Rajshri Media has launched Rajshri.com. The company plans to expand its broadband video programming, distribute new and old Indian entertainment and infotainment content across multiple genres worldwide and introduce original programming conceptualised and created for new media.

Brightcove Chairman and Chief Executive Officer Jeremy Allaire said, ''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.

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.

UNI