YouTube has launched a Bollywood channel where full length Hindi movies like Raja Babu, Nauker, Bawarchi, Shaan and Mumbai Salsa are available for free online viewing. This move comes after the announcement of the release of movies like 3 Idiots and premiere of movies like Striker on its platform.
Youtube had started forging partnerships with bollywood companies since 2007. Eros Entertainment was one of the first few to launch their own channel on youtube then.
By launching this exclusive bollywood channel YouTube has partnered with Shemaroo Entertainment, Rajshri and Ultra for their content. The producers would decide how they want their content to be put up on Youtube.
This move points at how aggressive and determined Google is about its Youtube India plans. This strong association with Bollywood is to cement its place at the no.1 entertainment online video platform for India. Also its not only bollywood even IPL3 deal underlines how popular content is what Youtube is gunning for. Quite a change from its UGC stance few years ago.