After opening online movie exhibition venture, Yahoo! is now looking at enhancing its library of movies, TV news, TV shows, entertainment, lifestyle and sports in different Indian languages.

Premier advertisers such as Kellogg, Castro, P&G, Maruti and LG have identified the potential and started inserting their advertisements in Yahoo! Videos.

It offers 3,000 full-length movies in seven languages in its library free of cost through Movieplex window. It tied up with firms such as Shemaroo, Reliance and PVR for film content.

“Yahoo! Video was launched in late November and early indicators are very encouraging. We are in the process of measuring the traffic and referrals through a third party,” Mr Vishal Maheswari, Senior Director and Head of Sales, Yahoo! India, said.

The online major has entered into agreements with 35 content providers to provide movies, news and TV shows. “We will offer original and licensed content through strengthening our partnership base,” he said.

Based on the clicks, Yahoo!'s IT solutions understands the user choices and pops up relevant content that suits their interest.

“We are uploading new titles in a phased manner. Videos and languages are key pillars on which we are building our premium content. You will continue to see innovations in these areas,” he said.

Mr Hari Vasudev, Vice-President (Cloud Platform Group) of Yahoo! India R&D, said Yahoo! team uses CORE (Content Optimisation and Relevance Engine) to analyse clicks, aggregate the data and development models to personalise content on Yahoo! properties including homepage, movies, TV, sports and lifestyles.

This technology helps editors create 13 million combinations of stories a day, resulting in over 45,000 variations of the homepage every five minutes.

kurmanath@thehindu.co.in

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