iDarshan Live Aarti & 24-Hour Devotional Channel from Shemaroo and Airtel Digital TV

New Delhi, April 08, 2011 (Washington Bangla Radio) Shemaroo Entertainment Ltd., announces its partnership with Airtel digital TV to launch interactive service- iDarshan. Available exclusively on the Airtel digital TV platform, iDarshan is a 24- hour interactive devotional application for Airtel digital TV customers. Designed to provide multiple video/audio feeds at the same time in a snackable format, the applications would enable the customers to enjoy devotional content 24 hrs on the channel.

iDarshan would enable customers to enjoy Live Aarti from the four shrines- Tirupathi, Vaishno Devi, Golden Temple and Shirdi. Apart from this, the iTV application would also have library content playing when the Live Aarti is not available. The channel will bring Live Aartis every morning and evening, devotional movies and songs, debates, discussions, pravachans, satsangs, discourses, travel episodes from shrines across the country and pilgrimage information all within the comfort of viewers’ homes.

iDarshan would be available @ Rs.15 per month. To activate iDarshan on the Airtel digital TV, customers need to call 12150.

The interactive service, iDarshan is powered by Shemaroo Entertainment Ltd. The company has tied up with Vistaas Digital Media Pvt. Ltd for content. Shemaroo will be actively involved in the packaging and management of the content.

Hiren Gada, Director, Shemaroo Entertainment Ltd. sharing his thoughts on the occasion said “We are delighted to tie up with Airtel digital TV, one of the leading DTH players. Being one of the leading content houses, it is our effort to innovate and offer new serviceson all the digital media such as Mobile, Internet, DTH, etc. This platform has given us an opportunity to offer consumer engagement value on the DTH services. We will not only be providing content for iDarshan but also managing it to suit the changing needs of airtel customers.”

Speaking on the occasion, Mr. Sugato Banerji, Chief Marketing Officer, Airtel digital TV, Bharti Airtel, said “Cricket, Bollywood and devotional content have been the three biggest forms of entertainment for India. The devotional genre is emerging as a key driver for the interactive services category for us, after games and movies. We have 10 devotional, spiritual channels on our platform, the largest across any DTH platform available today. Our partnership with Shemaroo for iDarshan is a reiteration of our commitment to offer services that enrich lives of our customers. In what is an industry first, customers subscribing to iDarshan will not just get to see Live Aarti from four popular shrines but will also have continuous original library content running during periods when there is no live feed. This shrine specific content by giving a complete experience for each shrine within the comfort of ones home, will make for an interesting blend of content that is more engaging and fulfilling for our customers."

For the last four decades, Shemaroo Entertainment Ltd. has been at the forefront of the infinitely exciting Indian entertainment industry. It has gradually emerged as one of the largest Filmed Entertainment “Content House” in the country with activities ranging from Aggregation, Distribution, Production and Post Production. The state-of-the-art Post-production facilities along with in-depth expertise serve as a one shop-stop for digital post-production services for the entertainment industry. Shemaroo is amongst the top source of filmed content for the leading Broadcast Channels. Shemaroo is also one of the pioneering companies in New Media sphere and is actively involved in leveraging emerging technologies like the Broadband, Internet, IPTV and Mobile among others. With its partnership with giants like British Telecom in UK, and all the major telecoms in India, Shemaroo is at the forefront of the digital age.

Airtel digital TV – the DTH service from Bharti Airtel – has over 5.1 million customers and is one of the leading national level DTH service in the country which offers its customers MPEG 4 with DVBS 2 – currently the most advanced digital broadcasting technologies available in the world after HD broadcasting. Additionally, Airtel digital TV was the first to bring many firsts to the DTH segment in India including a Universal Remote which operates both the Set Top Box and TV set, as well as several unique Interactive Applications. Airtel digital TV recorder was the first to offer the capability to record live television, anytime, anywhere. Airtel has also HD services to its portfolio. All this is backed by 24x7 customer care. Airtel digital TV launched its services in October 2008.