Hungama Digital Entertainment will provide movies in high-definition (HD) on hungama.com beginning mid-April, adding to its content in genres like music and games. Intel Insider, a new feature in the second generation Intel core processor, will detect devices with the processor and offer HD version, i.e. 1,080 pixels, of the movie for download.

Intel Insider was unveiled with a demonstration at the FICCI Frames media and entertainment convention on March 23. Speaking to Business Line , Mr Neeraj Roy, Managing Director and CEO, Hungama Digital Entertainment, said, “For consumers, the new launch will offer the convenience of watching HD quality at home. For producers, this offers a secure environment of monetising movie content through the Web, and will allow viewers to have a richer experience of the movie.”

Tie-ups

Hungama has tied up with production houses — like Yash Raj Films, Paramount Pictures, T-Series and Reliance Home Video — for the offering, which will go live with 50 movies in HD and 100 titles in standard definition, or up to 780 pixels.

A national roll-out is expected in six weeks from the launch of the service. hungama.com is live in 46 countries, and the movie service will be provided in 30 countries by the end of 2011, according to Mr Roy. Seven pricing modules are being worked out, including an ad-funded module, for the service.

While 80-90 per cent of access to music content on hungama.com is through mobiles, the ratio is expected to be the reverse for movies with PCs and laptops being the primary devices.

Hungama, which started with business-to-business content offerings, migrated to business-to-consumer offerings last year.

“Direct-to-consumer is a big thrust area for us. We took Hungama on TV with advertising for the first time two months back. For the movie service, we will use our own media properties online, besides which Intel's ecosystem is also a large promotion avenue. We're also tying up with OEMs (original equipment manufacturers), like we have with H-P Purple Club. There is also bsnl.hungama.com which will drive usage,” added Mr Roy.

Entertainment portals

Hungama operates five entertainment portals, and claims a traffic of 15-16 million consumers a month for each. A combination of new releases and converted (HD) movies from existing catalogues shall be provided on the new technology platform.

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