MUMBAI: Eros International is set to release the DVD of Veer that will be incorporated with an audio description (AD). This makes the Salman Khan-starrer to be the first film in India to have an AD track in Hindi on its DVD.

UK-based Royal National Institute of Blind People (RNIB) has worked with Eros International to achieve this after its research among blind or partially-sighted people of Asian origin in the UK and India. The research found out that over 70 per cent of respondents were more likely to watch Bollywood films if AD in Hindi was provided.

Says Eros International Head of International distribution Pranab Kapadia, "We are extremely excited to join hands with RNIB and present the first-of-its- kind film DVD with Veer having AD for the blind or partially-sighted fans of Indian cinema. We strongly believe in our social responsibility and this is our humble attempt in initiating a step that we believe will benefit consumers largely." 

Observes RNIB Director of International Affairs Stephen King, "RNIB has worked with the Bollywood industry to bring the benefits of audio description to new audiences. The decision by Eros to include audio description on its DVD release is momentous, transforming the experience of blind and partially-sighted Bollywood fans watching films at home, not just in the UK but internationally. Our research tells us that fans want AD on Bollywood films and RNIB hopes that other distributors will follow the lead of Eros."

The AD track for Veer has been produced at Red Bee Media Limited which has offices in UK, Australia, France, Spain and Germany.

Eros International is also exploring the possibility of making DVDs of evergreen classics such as Sholay, Waqt and Devdas for the blind and partially-sighted audiences across the world.

RNIB‘s campaign for AD has resulted in several major distributors of Hollywood films releasing their DVDs with an AD track in the UK.

Veer DVD will hit stores on 24 April.