Thursday, July 15, 2004

Bollywood Films to be Available on Time Warner Cable

The New York Daily News is reporting that Time Warner Cable is going to offer Bollywood films as part of its On Demand feature for a trial run in July and August.

While on-demand services represent barely 3% of cable revenues, Time Warner said it's one of their most popular items. "We have such diverse audiences in our franchise. We recognize that not everyone is into Hollywood hit movies," said Time Warner Cable's Betty Campbell-Adams. Bollywood On Demand is part of a diversity initiative the country's second largest cable company launched three months ago, and the feature may return in October, just in time for Hindu New Year Diwali, and an Asian Film Festival may be on tap for next May.

The company rolled out a Bollywood service July 1 in all 31 of its markets nationwide. Like most on-demand films, the Bollywood offerings cost $3.95 for 24 hours of unlimited viewing. Time Warner said it ordered 10 Bollywood titles. Three are currently running — "Arjun Pandit," "Khoobsurat," and "One Two Ka Four."

Half the country's two million South Asians — including Indians, Bangladeshis, Pakistanis, and Sri Lankans — live in New York. For some, the Bollywood service is a convenience, while for others, it's a sign the community has arrived.


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