Mumbai, 27th Jan 2011: After the phenomenal success of Dabangg on Home Video, Reliance Home Video, is now aiming to enthrall fans and audiences online by releasing the movie on YouTube, the world’s largest online video site.
The full movie will be showcased on youtube.com/dabanggthefilm starting January 27, and will be available for free viewing to audiences in India. Users will also be able to enjoy short clips from the movie like popular scenes, songs and other exciting footage from the making of the movie.
Produced by Arbaaz Khan’s Productions and directed by Abhinav Kashyap, this ultimate entertainer that has already set a new benchmark in Bollywood, Dabangg will be the first Indian blockbuster movie to be released on YouTube in India on this advertisement supported model.
On the release, Sweta Agnihotri, COO of Reliance Home Video has to say, “The way consumers view content today is morphing and to keep pace with their expectations we are changing our business models too. While we are dominant players in the Home Video segment, we realize that the Internet is the new TV for the ever connected youth today. Our vision is to make our content available to Indian consumers across any screen, any where and at any time of their choice. As a part of our digital foray, getting a Blockbuster hit like Dabangg to YouTube viewers in India is a big step for us, in terms of experimenting with this novel distribution method. We look forward to a strong and ongoing partnership with YouTube, India.”
According to Gautam Anand, Director Content Partnerships (Japan-Asia Pacific), Google, “We are very excited to partner with Reliance Home Video to bring the mega blockbuster Dabangg on YouTube for free viewing in India. We have made tremendous progress in bringing long form premium content to our users in India from catch up TV to live streaming of mega sports event and now introducing mega blockbuster movies from Bollywood. This initiative marks a major shift in the way movies have been traditionally distributed and opens up a new business opportunity for movie producers and distributors alike.”
Hindustan Unilever will be the exclusive sponsor for the movie on YouTube India. Commenting on this initiative, Srikanth Srinivasamadhavan, General Manager, Media Services, Hindustan Unilever said, “It is an exciting phase where Hindustan Unilever is looking at leveraging digital platforms and this is in line with our ambition to reach consumers through new platforms.”
The channel will be only available to users in India and will be IP blocked in other markets of the world.