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Hathway, Shemaroo join hands for premium VAS
MUMBAI: Entertainment content house Shemaroo Entertainment and digital cable TV and broadband service provider Hathway Cable & Broadband have come together to offer Hathway’s cable TV customers premium VAS services.
The partnership will allow Hathway’s customers to enjoy premium ad-free services. The service features a platter of popular services such as Miniplex, Comedywalas, Om Shakti, Ibaadat, Lamhe Movies and Yippee.
The services are offered free to the consumers for the first month. Post this free trial period, these services will be offered at different price points.
Shemaroo Entertainment director Hiren Gada said, “This is a big leap, not only for Shemaroo but for the industry as well. Shemaroo Entertainment has always been among the pioneers when it comes to changing technology and consumer needs and adapting the same to reach and better serve our audience. Having successfully launched a number of VAS (value-added service) services across genres on multiple DTH platforms, Shemaroo Entertainment Ltd now expands its reach to cable viewers. Our tie-up with Hathway will usher in a new era in cable TV viewing.”
The details of the offered features are as follows:
Miniplex is a 24X7 ad-free movie premiere service. Consumers get to see one new movie every Friday, which means they get to watch four premieres in a month. These movies are repeated the whole day in different slots so that the audience can choose a show time of their convenience. Most of the movies featured on the service are either premieres or of high quality and are rarely shown on television.
This 24X7 comedy service offers original content created especially for this service along with the best of classic comedy television shows including ‘Nukkad’ and ‘Ye Jo Hai Zindagi’.
As the name suggests, it is a 24-hour ad-free devotional service. It offers a wide variety of content like Temple Darshan, Jaaps, Mantras, Kathas, bhajans and holy books.
Ibaadat is an Islamic 24X7 devotional service that offers a bouquet of Tilavate Quran, Hadees, Naat and other videos
Lamhe Movies is designed to cater to the need of movie buffs. The service offers two super hit classic movies daily along with curated song capsules.
Yippee is a service for kids that offers a variety of videos. It not only offers nursery rhymes and folk stories for kids but also features international videos, animated movies and several more videos.
As part of the launch, the said services are offered free to the consumers for the first month. After the trial period, these services will be available at different price points.
Hathway CEO T Panesar CEO stated, “Shemaroo happens to be the leader in media content with a hold of the largest content library in India. Hathway’s all new value-added services promise to offer the maximum and the best to its subscribers. We are happy to partner Shemaroo and are confident that, with this partnership, we will fulfil our promise by providing quality and the best services to all our subscribers.”
Recently, Shemaroo also partnered direct-to-home (DTH) operator Videocon d2h and Punjabi broadcaster PTC Networks to launch an ad-free Punjabi VAS called d2h Mauja.