MUMBAI: The US-headquartered Amaru Inc., a global player in broadband media entertainment business, has secured a multi-year deal with Sony Pictures Television International (SPTI) for video-on-demand rights on film titles from both Sony Pictures Entertainment and Metro-Goldwyn-Mayer for M2B viewers. The agreement has been done through Amaru‘s Hollywood-based company M2B World Inc.

The distribution deal, initiated at the National Association of Television Program Executives (NATPE) conference held in Las Vegas in January 2006, allows for first-run films to be available, on-demand, to subscribers of Amaru‘s Global Broadband TV service (M2BTV), accessible through the company‘s soon to be launched Set-Top Box, informs an official release.

In addition, a selection of films will be available via pay-per-view on Dimension88 -- a Singaporean premium movie channel offered at www.Dimension88.com that can be accessed via a broadband Internet connection. This deal will give M2B viewers access to SPTI product in the window after local video release.

The deal reflects the rapidly developing interest by consumers worldwide in the at-home on-demand entertainment market. An independent study commissioned last month by the M2B brand on consumer attitudes towards broadband entertainment found that 72 per cent of domestic respondents alone were interested in accessing first-run Hollywood films online. Through distinctive content and distribution agreements over the last few years, including this agreement with SPTI, the M2B brand has been a visionary leader at the forefront of the transforming entertainment market, the release adds.

"This agreement is a result of the unique synergy that traditional Hollywood entertainment companies are looking towards. It is essentially the melding of the highly recognizable content that viewers are looking for with easily accessible distribution vehicles, such as our broadband channels, that offer consumers the highest quality feeds in a way that fits within their limited schedules," says Amaru Inc. CEO Colin Binny. "Our philosophy has always been to offer wide-ranging content as our viewing demographic continues to broaden -- and partnering with Sony Pictures Television International is reflective of that intention. We look forward to working with SPTI, and expect that the addition of these titles will be extremely well-received by our viewers."

"Viewers worldwide have been receptive to VOD and we‘re pleased to make our extensive library available to M2B viewers", adds SPTI‘s vice president pay television Paul Littmann.