Jayantilal Gada’s Pen India plans to launch SVoD service

MUMBAI: Jayantilal Gada’s film production and distribution company Pen India is planning to expand its reach across TV and digital verticals. After launching its first satellite TV channel ‘Wow Movies and Music’ recently, the production company is entering into the over the top (OTT) market.

In the coming six months, Pen India is planning to launch its subscription video on demand (SVoD) service Play My Movie (PMM). PMM is developed and operated by Play My Movie, a 100% subsidiary of Pen India.

The platform will offer a wide range of Hindi movies, regional movies in Marathi, Gujarati, Punjabi, Bengali, and Bhojpuri, and global movies that are dubbed in various languages.

Pen India has already built a database of more than 1,000 films. PMM will be available via mobile (IOS and Android) and web platforms, with an option for the user to download content for viewing without an internet connection. Downloads are restricted to the mobile application.

Jayantilal Gada's Pen India plans to launch SVoD serviceSpeaking to TelevisionPost.com, Pen India non-executive Director Akshay Gada said, “We are planning to SVoD platform Play My Movie. We have built a library of 1,000 films which will be available on the platform. Few films will be free to watch whereas others will be available via subscription and pay-per-view basis at very affordable rates, making the platform easily accessible to the mass market.”

Recently, Pen India also launched a multi-platform service Bollywood Times (BT). BT is available as a mobile app, website and on social media platforms such as Facebook, Twitter, and Instagram. It offers movie reviews, celebrity interviews, latest trends, top news, trivia, new releases, & more on films.

For BT, Pen India had also inked a content deal with music and youth channel Mastiii. As part of the association, Mastiii’s linear feed will be available on Bollywood Times. The company is also planning to expand BT into broadcasting space.

Pen India has also launched its first television channel Wow Movies and Music on 18 July. Headed by Akshay, the channel will feature the best movies and songs from Hindi cinema. The channel’s tagline is ‘Dil Boley Wow’. It airs movies in the afternoon 2 pm and 10.30 pm slots. In the rest of the time band, it airs music content. The channel plans to premiere new movies every weekend.

“Right now we are trying to establish the channel with music and movies where we will be playing movies in the afternoon and at night. We have acquired 52 movies titles which will be premiered on weekends. Whereas for music we have programs like ILove which will air romantic songs and Top Hits will feature the latest songs. We have scheduled shows in a way that it targets the specific audience base. The distribution between music and movie will be 50:50. Our research has indicated that there are certain times when there is a drop in music consumption, so we have chosen that time to air movies. That is how we are planning to attract audience base,” Akshay stated.

The movie library for the channel comprises of movies such as Kahaani 2, Race 2, King is Bling, Agneepath, Baaghi, Main Tera Hero, Tanu Weds Manu, Sholay, Don, Himmatwala, Kahaani and Haseena Parkar amongst others. The movie library will be a mix of Bollywood and South dub films.

Wow is available on Tata Sky and Airtel Digital in addition to cable TV platforms like Hathway, DEN Networks, Siti, InDigital, Seven Star, Sea TV, and Fastway Transmission. The company has appointed Screen MAG to look after the ad sales of the channel.

Jayantilal Gada's Pen India plans to launch SVoD serviceSpeaking about the distribution of the channel, Pen India CMD Jayantilal Gada said, “The first channel that we have launched is Wow for which we have started the all India distribution, almost half of India has been covered under distribution, till date. We have our in-house team who is looking after the distribution. We also got Screen Mag on board which is headed by Jitesh Rajdev who has a sales team of 25 people.”

Apart from Wow, the company also plans to launch four more channels namely iLove, DreamTV, BT News and MTunes HD. Dream TV will be a Hindi music channel featuring latest Hindi songs. MTunes will also be a Hindi music channel in HD. BT News will be a channel dedicated to Bollywood news content besides music. I Love will be a channel dedicated to romantic songs.

“We have already launched a show I love on our Wow channel. We will see the response for the show and would like to make it as a standalone channel. Following the response for Wow, we are planning to launch all channels by the next six months,” Akshay said.

Pen has also acquired music library from top music labels. The company also has access to the music library of MTunes HD. Earlier, Jayantilal Gada had told TelevisionPost.com that all the four channels will be free to air and the revenue model will be based on advertising.