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YRF partners BSKYB to offer movies on Sky Store UK

MUMBAI: Indian film studio Yash Raj Films (YRF) has entered into a partnership with BSkyB in the UK to offer its movie titles on the Sky Store for audiences in the UK and Ireland.

As part of the initiative, YRF has shared about 30 films from ‘Darr’ to ‘Kill Dil’ initially, which Sky Store users can watch digitally directly on demand. The charge simply appears on the monthly bill, making for an easy transactional process.

Additionally, as part of the deal, a physical DVD of the movie will be shipped to the users, YRF VP of digital Anand Gurnani told “The deal is for the digital deployment of the YRF films from BSKYB’s internet video-on-demand (VOD) platform. Once the consumer chooses to watch a film on internet VOD, he also gets the DVD shipped to him along with the streaming transaction.”

“It is a strategic move for us because the Sky Store UK has launched their Bollywood service with the YRF catalogue. While we have shared 30 titles in the first phase, we will take the next steps for the future titles based on how best the tracking is happening,” he explained.

With the deal in place, YRF will tap into a hybrid platform accessible directly on TV. “Making our films available through the Sky Store platform was a natural extension to our digital distribution efforts. It’s imperative that we be where our consumers are,” Gurnani added.

This distribution has been enabled by FilmKaravan.

Incidentally, the UK and Ireland have been one of the top five preferred territories worldwide for YRF with almost 1.5 million Bollywood fans. However, Gurnani added that the films are not just for the diaspora; they will have a universal appeal.

“These films are subtitled and need not be dubbed in English. That’s how the films get distributed on various platforms and across geographies,” he stated.

Sky Store director Nicola Bamford said, “Sky Store offers the complete service—straight to your TV, across your devices, and you get the DVD in the post too. We are delighted with the early success our hybrid proposition has seen with Bollywood movies from YRF. This partnership with Yash Raj Films enabled by FilmKaravan has further strengthened Sky’s presence among South Asian audiences in the UK and based on the fantastic initial response; we look forward to bringing in many more films from Bollywood studios.”

FilmKaravan MD Sanjay Bachani said, “YRF understand the content game and strategy exceptionally well. The pioneers of Indian cinema are yet again at the forefront of engaging viewers in a preferred territory via the cable and satellite’s digital platform eco-system. Sky Store is a great innovation by Sky and we are thrilled to facilitate this phenomenon of bridging the gap between fans and their favourite films.”