MUMBAI: Shemaroo Entertainment Ltd, one of the leading content owners, is joining hands with Hathway, one of the largest cable networks to change the dynamics of TV viewing in India.

For the first time now, the audience can enjoy premium paid ad-free services on cable TV. A platter of popular services namely Miniplex, Comedywalas, Om Shakti, Ibaadat, Lamhe Movies and Yippee are now available on cable TV as well.

As part of the launch, the said services are offered free to the consumers for the first month, ushering them with an experience of next generation TV viewing. Post this period, these services will be available at different price points.

Shemaroo director Hiren Gada said, “This is a big leap, not only for Shemaroo but for the industry as well. Shemaroo Entertainment has always been among the pioneers when it comes to changing technology and consumer needs and adapting the same to reach and better serve our audience.”

He also added, “Having successfully launched a number of VAS (Value added service) services across genres on multiple DTH platforms, Shemaroo Entertainment now expands its reach to cable viewers. Our tie up with Hathway will usher a new era in Cable TV viewing.”

Hathway CEO T. Panesar said, “Shemaroo happens to be the leader in media content with a hold of the largest content library in India. Hathway's all new Value Added Services - Hathway Special promises to offer the maximum and the best to its subscribers. We are happy to partner with Shemaroo and are confident that with this partnership, we will fulfil our promise by providing quality and the best services to all our subscribers.”