MUMBAI: Eros International, a leading integrated media company within the Indian entertainment sector, announced that it has become the first company in this space to launch an official channel on YouTube.

The Eros channel can be accessed at www.youtube.com/erosentertainment. Movie trailers, music videos and other exclusive footage from Eros International‘s catalogue of 1300 films are now available to YouTube users around the world. This is the first partnership between YouTube and a major content owner from the Indian film industry.

The new channel will be featured in YouTube‘s ‘Partner Channels‘ section and will feature film trailers from recent and upcoming movies including Provoked, Namastey London and Cheeni Kum. Additional footage from exclusive film premieres and star interviews will be showcased on the channel. The deal will allow Eros to monetize the channel from a share of advertising revenues generated by YouTube.

On this occasion Eros International chairman and CEO Kishore Lulla commented: "We are really excited about this initiative since we believe in empowering the consumers with the ability to watch what they want, when they want and how they want. The partnership with YouTube allows us to not only promote our content but also monetise it through advertising revenues. Legal online distribution of compelling content is an integral part of our new media strategy".

Eros also recently concluded a deal with OnCommand Video Corporation (www.oncommand.com) which is a leading provider of in room entertainment technology to the lodging and cruise ship industries to supply its current and catalogue films for video on demand access within hotel chains across USA. On Command is a wholly owned subsidiary of Liberty Media Corporation.

Eros produces and commissions films and distributes/exploits films across formats globally via cinemas, home entertainment, television formats and new media.