MUMBAI: Rajshri Media, the digital entertainment arm of the Rajshri Group, has appointed content delivery network Limelight as the exclusive provider of streaming content delivery services for Rajshri.com, the recently launched broadband entertainment destination.

Utilizing Limelight‘s worldwide network, Rajshri.com will be able to deliver its library of content globally.

As reported earlier, Rajshri.com, which aims to cater to the diaspora, was launched with the premiere of Vivah on the portal simultaneously with its theatrical release. Focusing on India centric video content, the site currently claims to serve more than 3,000 hours of full length Indian movies, music videos, TV shows, short films, documentaries and other video content and programming.

The content offering is being scaled up and Rajshri.com will soon introduce new channels featuring content on spirituality, yoga, recipes, astrology and numerology. In addition, the website is also looking at original video programming, conceived and produced for distribution via new media to digitally connected consumers worldwide. The scalability of the Limelight network will ensure that viewers are provided with a high-quality media experience at all times, informs an official release.

Rajshri Media managing director Rajjat A Barjatya said, "The non-resident Indian audience is estimated to be more than 25 million strong with an equally strong non-Indian audience. This audience is fragmented and difficult to reach through traditional media but connects very strongly with Indian entertainment, especially Bollywood. The penetration of broadband and 3G networks, especially in developed markets, gives us the ability to distribute rich content, including long form video, to consumers worldwide, including markets which traditional media has not been able to penetrate. We are proud to partner with Limelight and are happy to announce we have received a phenomenal response, having already crossed 4 million video streams within a fortnight of launch."

"We are delighted that Rajshri Media has chosen us as their exclusive partner to deliver high quality video content to audiences across the globe," said Limelight Networks vice president Asia-Pacific Matthew H. Sturgess. "To make Rajshri‘s vision a reality, our highly scalable next generation content delivery network enables them to simultaneously deliver huge video files--including feature films that are over three hours long--to audiences of any size, anywhere in the world."