MUMBAI: In the days of a rapid transition from the physical to the digital media, Shemaroo Entertainment is actively involved in leveraging emerging technologies like the Broadband, Internet, IPTV and Mobile among others.

Avers Shemaroo Entertainment Director Jai Maroo, "In this phase, we are taking all measures to ride the transition smoothly. In fact, Shemaroo is working on a principal where it can reach the consumer through every existing and emerging digital media."
  
On the audio-driven segment, Shemaroo has, besides Bollywood content, diversified into the regional and devotional market.

"Going to rural areas, we found out that there was a huge askance for regional content. We have already tapped 19 languages and hope to add up to our target of 27 languages in the next two years," avers Maroo. 
 
Among other endeavours, Shemaroo, along with its partner Bay Talkitec, is in talks with MTNL for its video call portal.

On the IPTV front, the company has completed a year of its partnership with British Telecom in the UK and is now in talks with more platforms through Etisalat‘s IPTV service called E-Vision.

On the IPTV service in India, Shemaroo has associated as preferred content partner with Airtel, My Way and Divinet while on the broadband front, the company will be working with players like Infotel, Aircel, Airtel, Tikona and Polkom to power their broadband portals.

Several mobile devices have flooded the market. "I know of some mobile devices that come with Wimax and 3G facilities. Naturally, they will need applications. Shemaroo is developing some creative applications for Android and iPhones," Maroo reveals.