Shemaroo Entertainment in licensing deal with Viu

The deal involves a handpicked catalogue of Shemaroo's Hindi movies.

Content house Shemaroo Entertainment has inked a licensing deal with Vuclip's OTT video on demand service, Viu.

Through this deal, a handpicked catalogue of Shemaroo's full length Hindi movies can be accessed by subscribers of Viu. The list includes titles like Sardar, Black, Ishqiya, Traffic Signal, Bheja Fry 2, and The Dirty Picture.

Founded in 1962, Shemaroo Entertainment is into content ownership, creation, aggregation and distribution with a library of over 3000 titles. On this deal, the company's director Jai Maroo, director, says, "OTT services are growing exponentially in India. Given the dynamics of the OTT space, content has become the key driver for subscriber acquisition and growth. We are pleased to join hands with Vuclip's premium OTT video on demand service Viu in our ongoing efforts to reach out to the digital consumer."

Vuclip is a video-on-demand service for emerging markets with 10 million subscribers per quarter, as claimed by the company. Its premium OTT service Viu caters to consumers in Hong Kong, Singapore, Malaysia, Indonesia, Egypt and India, and provides regional content in 34 different languages from more than 270 content providers.

Commenting on the partnership with Shemaroo, Vishal Maheshwari, country head, Vuclip India says "Our subscribers see great value in content that is high in quality and freshness. Our content partnership with Shemaroo plays a part in delivering this value to our highly engaged viewers."