Eros will for the first time offer consumers free online content including exclusive content from the Eros movie catalogue of more than 1,300 titles, 5,000 music videos, behind the scenes, "making of movie" footage, exclusive short movie clips and events such as IIFA and more.

"This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will help our plans to offer free online content a tremendous boost and benefit consumers largely," says Eros Entertainment New Media SVP Manu Kaushish.

"With the increase in demand for digital distribution and on-demand consumption of content by users, this innovative step will help users take advantage of the absolutely free-of-cost instant access to the exclusive Eros movie content," added Eros International VP of sales & new media Kumar Ahuja.

This advertising supported free viewing will allow users to watch the Eros video content as a completely free stream. The video stream will be supported by periodic advertisements, a model similar to the television model.

For users wanting to download and watch movies as a rental without advertisements, Eros has a paid download model where movies expire after first play. Alternatively, users can also download and own the movie to watch through Eros‘ paid downloads to own model format.

Eros is also in the process of working with other studios and content owners to offer additional Bollywood titles as well as TV content on the Eros platform. Currently, the Eros roster of blockbusters includes recent releases like Om Shanti Om, Partner, Namastey London, Cheeni Kum, Provoked, Gandhi My Father, Heyy Babyy and more.

Eros, which has a 51 per cent stake in Tamil film giant Ayngaran, will also be adding Tamil content as part of the advertising supported free online content.

Unlike TV where brands pay for ads by reach of station, advertisers here would only pay for ads that have been viewed by a person on the Eros platform, making sure that every dollar spent results in views of the ad, says the company.