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Moser Baer launches Hindi home video titles

Friday, March 30, 2007

Bangalore, Mar 30: Watch Hindi movies at the comfort of your home.... just spend Rs 28 on your favourite VCDs and Rs 34 on DVDs. For sure, loners can pass an exciting weekend!

Moser Baer India Ltd on March 29, 2007 has announced its national launch in the Home video market with 101 popular Hindi titles at attractive price points of just Rs 28 for VCDs and Rs 34 for DVDs. The Company has earlier Launched titles in Tamil, Malayalam and Kannada and has been receiving overwhelming response from customers for bringing in a paradigm change in this business.

Along with the Launch of 101 Hindi titles and announcement of the two new film projects, the Company also formally inaugurated the online website, which offers the entire range of home videos released by the Company till now for consumers across the country to order and obtain directly without any delivery cost. The website has online payment mechanism so that the consumers can buy all their requirements without any hassle. The website offers titles in both VCD and DVD formats and in Hindi, Tamil, Malayalam, Kannada and Non-film titles. Soon the titles from English, Telugu, Marathi and other Languages will be made available.

The division based out of Mumbai, with presence across the country in all major metros as well as in smaller towns through an active and well-organized three-tiered channel for marketing the Home Videos. The move wilt also take advantage of an already established the Company production capability and a well developed distribution network. The Company will release video content on DVD and Video CD formats using its proprietary and patented technology which enhances quality and significantly reduces cost. This will enable the Company to revolutionize the quality-price parity and offer unprecedented value for the consumers.

The distribution of the titles is intended to reach almost every movie enthusiast in the country. The Company has already lined up 450 distributors in the country and stocks shall be soon available in around 100,000 outlets, including stationery shops, telecom shops and regular audio and video outlets.

Commenting on that occasion, Deepak Puri, Chairman&Managing Director of the Company said, "The entertainment industry is growing at a healthy pace of 20% per annum and with our new technology, manufacturing capability and distribution network, we plan to revolutionize the entertainment industry with home video products. As a part of the value chain, we are considering producing, developing and marketing content in both films and non-films. The launch of online purchase portal is going to greatly benefit the consumers, which is our clear objective for the initiative".

On this occasion, the Company also announced the pilot projects of two Hindi films. The Company wilt be creating the consumer pull and awareness through a nation-wide TV campaign starting from this month-end and wilt also use the national press to reach out to consumers and communicate the value proposition offered. The business model is based on creating strong awareness and demand among the consumers and towards this, it is working on an aggressive marketing strategy.

The Company's new division is close to acquiring copyrights / exclusive license for more than 7,000 titles in all major Indian Languages, which comprises a third of all movies produced till date in India. With world-class packaging, wide distribution reach and global quality production standards in each product, customers will be given a compelling value proposition which has hitherto fore not been seen in India.

The Indian home video market has failed to keep pace with the growth in the overall entertainment business given that India is the worlds largest producer and consumer of films. Rampant piracy and high fragmentation in this business have impacted the industry.

The new initiative will release titles in Hindi, English, Tamil telugu, Kannada, Kannada, Bhojpuri, Marathi, Bengali, Gujarati and Punjabi languages. With 18 CFAs, 450 distributors and a dedicated sales force, this division will also set up owned and branded outlets at about 300 locations in addition to its alliances, with large format stores.

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