MUMBAI: Chennai-based Raj TV Network (RTN) is going the e-commerce way to sell its content online internationally. The portal www.amazingraaj.com will be used to sell video, audio and television content.

"We will be offering movies and related entertainment content from the Raj TV Network-owned Raj Video Vision (RVS). The television content mainly includes comedy and event programmes telecast on Raj TV," says RTN Post Production and R&D head Kalai Rajan.

For this venture, RTN has associated with ICICI Bank for the payment gateway facility. ICICI will charge RTN 3 per cent of the total charge of every transaction.

Amazingraaj will initially target international customers. "For India, we have to put our systems in place. Once we sort out our logistic issues here, the service will be open in India as well," says Rajan.

RVS offers movies from Tamil, Kannada, Malayalam and Telugu. RTN is making available RVS' 3000-movies strong library for online trading now. compared to the television content, movies will bear a higher price tag. RTN has plans to offer streaming videos on the website in the next phase.

"Since the television content has a shorter shelf life when compared to movies, it will be offered for lesser price. We won't be selling our entire TV library through this facility. We have picked up particular programmes, especially from the event and comedy genre, to offer through the online facility," says Rajan.

Rajan said, in the long run Amazingraaj would be converted as a full-fledged E-mall offering even products outside the entertainment loop, such as gifts, flowers and jewelery.