With this, Eros will offer consumers free online content including exclusive content from the Eros movie catalogue of more than 1300 titles, 5000 music videos, behind the scenes, 'making of movie' footage, exclusive short form movie clips and events such as IIFA and more.

The advertising supported Eros on demand platform http://ondemand.erosentertainment.com will remain unique and exclusive with the unparalleled Eros content catalogue. "This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will give our plans to offer free online content a tremendous boost and benefit consumers largely," says Eros Entertainment senior vice president new media Manu Kaushish.

"With the increase in demand for digital distribution and on demand consumption of content by users, this innovative step will help users take advantage of the absolutely free of cost instant access to the exclusive Eros movie content," added Eros Entertainment vice president international sales and new media Kumar Ahuja.

The advertising supported Free Viewing will allow users to watch the Eros video content as a completely free stream. The video stream will be supported by periodic advertisements, a model similar to the television model.

For users wanting to download and watch movies as a rental without advertisements, Eros has a paid download model where movies expire after first play. Alternatively users can also download and own the movie to watch through Eros' paid downloads to own model format.

Eros is also in the process of working with other studios and content owners to offer additional Bollywood titles as well as TV content on the Eros platform. Currently the Eros roster of blockbusters includes recent releases like Om Shanti Om, Partner, Namastey London, Cheeni Kum, Provoked, Gandhi My Father, Heyy Babyy amongst others.

With Eros recently announcing the acquisition of 51% stake in Tamil film giant Ayngaran; it will also be adding Tamil content as part of the advertising supported free online content. The...

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