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Our Bureau

New Delhi May 22 Eros International has launched a Bollywood channel on YouTube, the video sharing Web site.

The integrated media company is putting up movie trailers, videos and actors' interviews and other footage from the company's library of 1,300 films.

The new channel will be featured in YouTube's `Partner Channels' section.

"The partnership with YouTube allows us to not only promote our content but also monetise it through advertising revenues. Legal online distribution of content is an integral part of our new media strategy," said Mr Kishore Lulla, Chairman and CEO, in a statement.

Eros, which has been distributing Indian cinema to audiences in the UK, the US, South Africa and West Asia, is actively pursuing its digital distribution business.

It recently concluded a deal with OnCommand Video Corporation, a provider of in-room entertainment technology to hotels and cruise ship industries.

The agreement is to make its films available on a video-on-demand platform to guests of hotel chains across the US.

The company's music titles are available on iTunes and Real Rhapsody.

It also has strategic distribution deals with Comcast and Intel, among others.

With a five-year deal for all K Sera Sera movies, a majority stake in Big Screen Entertainment and output deals with Venus, Sajid Nadiadwala and Rose Movies, the company has content that it can leverage for newer platforms.

Eros is already selling VCDs and DVDs to high street retailers such as HMV, Virgin and Tesco in the UK.

The company listed on the LSE's Alternative Investment Market last year, raising Rs 189.6 crore, and is expected to announce its results for 2006-07 in July.

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