NEW DELHI: Eros International Media Ltd (EIML) has announced the beta-launch of its dedicated online entertainment service, “Eros Now”.

As an Eros International brand, Eros Now will ultimately provide access to Eros‘ Bollywood film library as well as music videos, audio tracks and original programming.

With immediate effect, Eros Now represents the Group’s overall digital brand with all digital content branded as such across the Group’s website, YouTube and Twitter pages and the company’s entertainment application.

The service will cater for both premium and standard users. All movies are part of the subscription service, ‘Eros Now Premium’, whilst all remaining content can be accessed for free and is supported by advertisements.

The main website, www.erosnow.com, will be available globally with users able to purchase an Eros Now premium subscription.

Eros’ new offering follows the completion of digitisation of a majority of the company‘s film library.

Speaking on the launch of the online entertainment service, Eros Digital CEO Ricky Ghai said, “We believe we are on the threshold of a digital transformation and our significant digitised content library enables us to deliver optimum customer experiences across media spaces. Eros Now’s mission is to develop a service that engages a new digital generation of South Asian’s globally - when, where and how they want. We aspire to be the leading South Asian digital brand of choice for consumers, advertisers and global media partners”.