Mumbai: Media firm Eros International today said it has partnered with leading Russian company Central Partnership to promote and distribute Indian and Russian content across multiple platforms in both countries.
The two companies will jointly explore distribution of content across platforms in India and Russia, Eros International said in a statement.
Central Partnership (CP), an affiliate of Gazprom Media Holding, will dub films from Eros' extensive film library in Russian language, which will enable the company to cater to a much larger audience in Russia and CIS.
Eros can further utilise the dubbed content on its digital platform, Eros Now, to reach out to a wider audience in Russia.
"With the rapid growth of satellite pay TV in Russia, there is an increased demand for premium digital and television content. This alliance will pave the way for CP to showcase extensive repository of Bollywood films from the Eros library on pay TV," it said.
"Furthermore, CP will also approach free TV channels to explore showcasing of Indian titles," it added. Eros too, will endeavour to distribute CP's media assets on Indian television, the statement said.
"With our entry into the Russian market, we continue to build strong global position. The market potential is promising, and with the rise in digital consumption by local audiences, we see huge opportunity in exploiting high-quality content together to reach audiences across the two diasporas," said Eros International group CEO & MD Jyoti Deshpande.
"Our strategic partnership with Eros is a big step for both companies in their international expansion, since content from India is now under-represented in Russia and vice-versa.
Our plan is to benefit from both companies' leading positions in domestic markets to change this layout," CP CEO Pavel Stepanov said.
