London, 26th February 2008: Eros International, the London AIM listed leading integrated company within the Indian media & entertainment sector, today announced its pioneering advertising supported on-demand catalogue. With this, Eros for the first time will offer consumers free online content including exclusive content from the Eros movie catalogue of more than 1300 titles, 5000 music videos, behind the scenes, & making of movie footage, exclusive short form movie clips and events such as IIFA and more.

The advertising supported Eros on demand platform http://ondemand.erosentertainment.com will remain unique and exclusive with the unparalleled Eros content catalogue. “This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will give our plans to offer free online content a tremendous boost and benefit consumers largely”, says Manu Kaushish - SVP, New Media, Eros Entertainment.

“With the increase in demand for digital distribution and on demand consumption of content by users, this innovative step will help users take advantage of the absolutely free of cost instant access to the exclusive Eros movie content”, added Kumar Ahuja, VP - International Sales & New Media.

The revolutionary advertising supported Free Viewing will allow users to watch the Eros video content as a completely free stream. The video stream will be supported by periodic advertisements, a model similar to the television model. For users wanting to download and watch movies as a rental without advertisements, Eros has a paid download model where movies expire after first play. Alternatively users can also download and own the movie to watch through Eros’ paid downloads to own model format.

Eros is also in the process of working with other studios and content owners to offer additional Bollywood titles as well as TV content on the Eros platform. Currently the Eros roster of blockbusters include recent releases like Om Shanti Om, Partner, Namastey London, Cheeni Kum, Provoked, Gandhi My Father, Heyy Babyy and more. With Eros recently announcing the acquisition of 51% stake in Tamil film giant Ayngaran; it will also be adding Tamil content as part of the advertising supported free online content.

The novelty about video ad model would be unlike TV where brands pay for ads by reach of station, advertisers here would only pay for ads that have been viewed by a person on the Eros platform, making sure that every dollar spent results in views of the ad. For users, targeted ads mean that they will watch relevant advertising based on their demographic.

With this innovative initiative, Eros continues to add to its new media plans including the successful tie-up with YouTube for providing legal content and effectively generating revenues for the Eros content and consistently being ranked in Top 100 partners. Eros has generated over 16 million views to their short form content of movie trailers, short scenes, music videos and other exclusive content. The success of the YouTube free channel helped validate the demand and need for ad supported content and platform that Eros has just launched. Eros also recently announced partnering with Joost, the world’s first broadcast quality Internet television service to provide more than 200 Bollywood movies and over 600 music videos from the Eros catalogue.