UTV, which is into production of television programmes and prodcution and distribution movies, has tied up with US-based DivX Inc -- creators of the content compression software of the same name -- to bring out UTV's collection of movies in the format.
The DivX format, which became widely popular among the Net savvy because of its compression capabilities, allows for more than three full-length DVDs to fit on the same disc, cutting down the distribution costs for content owners.
"The DivX format will give our consumers more options. Our goal is to enable our users to enjoy more content, quality and value in entertainment whenever and wherever they choose," said Ronnie Screwvala, CEO, UTV.
Titles that will be available in India in the format include The Myth, Swades, Main Meri Patni Aur Woh, Sin City, Unleashed and Pulp Fiction. UTV itself owns distribution rights of hundreds of Hollywood and Bollywood titles.
While UTV is expected to benefit from the higher visibility and cost efficiency provided by the format, the US major sees the move as part of its strategy to promote its technology on consumer devices such as DVD players, home theatres, etc.
For the consumer, the company provides its decoding algorithm (codec) free of charge on its website. The American company has been aggressively pushing compatibility to its format on consumer devices in the Indian market, which has seen a proliferation of DivX players of late.
Besides technology licensing to consumer hardware device manufacturers, the company is also engaged in software licensing, advertising and content distribution, areas where UTV also has a significant presence domestically.
"By partnering with UTV, DivX can enhance its reach among the global community," said Aparna Vashisht-Rota, business development, at DivX, Inc.
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