MUMBAI: Sun Direct, the direct-to-home company owned by Kalanithi Maran, is rolling out its video-on-demand (VoD) in Hindi. The recently released Karthik Calling Karthik will be the first movie on offer.
 
The film is priced at Rs 25 with flexible timings of three shows per day spread over two days beginning 10 April.

Said Sun Direct COO Tony D’Silva, “With the lifespan of films in theatres reducing to an average of two to three weeks and piracy eating away the revenues, DTH platform on television will emerge as an attractive alternative for production houses. New movies on DTH can be effectively leveraged between the theatre release and CD/DVD launch, making it a win-win scenario for all the parties including the subscribers and an additional revenue stream for the DTH platform.” 
 
Sun Direct has already launched HD services nationally and VoD in Telugu and Tamil.