Saavn announces innovative deal with Joost
Bollywood Trade News Network
Saavn has announced an innovative deal with Joost™, the world’s first broadcast-quality Internet television service, to expand its distribution of Bollywood music videos over the Internet. With this new initiative, the New York-based media company Saavn is leaping forward in its mission to make hit Bollywood music and movies more accessible to South Asians and all other audiences.
Saavn is a web community and social network that brings people together based on a common interest - South Asian content. Its members can enjoy the latest in Bollywood and other South Asian film, music, television, sports and events with their friends and family.
Bollywood has danced its way into American pop culture over the past year, frequently popping up in American movies, television programs, and commercials. At the same time, Bollywood music is becoming more and more popular. Joost will serve this rapidly growing market for Bollywood movies and music by providing programming from Saavn‘s vast library on the platform. Joost users will be able to watch movies with some of Bollywood’s most famous stars, and many of the most popular Bollywood songs, such as “Dil Na Diya,” “Aankhon Ki Gustakhiyan” and “Jhalak Dikhla Ja” will also be on Joost.
“The user experience with Joost is far more advanced than with any other company in its arena,” said Vin Bhat, co-founder and General Manager of Saavn. “Their approach to video distribution takes full advantage of the nature of the Internet and also provides a secure environment for professionally produced content. This is just the beginning – Bollywood fans around the world will be taking many work breaks once they see how easy and fun this new service is.”
Founded by Janus Friis and Niklas Zennström, Joost combines the best of TV and the best of the Internet by offering viewers the experience of sight, sound and motion enhanced with the choice, control and flexibility of Web 2.0. Joost is the first online, global TV distribution platform, bringing together advertisers, content owners and viewers in an interactive, community-driven environment.
Yvette Alberdingk Thijm, executive vice president, content strategy and acquisition, said, “There is a growing appetite for Bollywood films and music around the world, but until now, there hasn’t been widespread access to great Bollywood programming. As a global distribution platform, Joost is a destination where people connect over their favorite programming, and our partnership with Saavn demonstrates the range and depth of the programming on Joost.”
Until now, Bollywood music mostly has been available in neighborhood Indian shops or through clips of music videos found sporadically on the web. Together, Saavn and Joost are changing that. With the Saavn content being available on Joost, music fans can enjoy Bollywood music on their own schedules and watch rare music videos in their entirety.