Eros International Plc, the leading NYSE-listed global company in Indian filmed entertainment announced the official marketing launch of ErosNow; it’s online entertainment platform and showcased its upcoming content line-up.

India’s digital landscape is poised to undergo a renaissance and at the forefront of it is ErosNow. Foremost among a series of game-changing initiatives is the premiere of latest Bollywood blockbusters such as Tanu Weds Manu Returns, on the ErosNow platform straight from the cinemas and even prior to their television release.

ErosNow already hosts the largest library of films, as well as premium television shows, music videos and audio tracks, unmatched in quantity and quality. The “Bolo kya dekhoge?” promise allows viewers to watch what they want, when they want it on any internet-connected device such as laptops, tablets or mobile Smartphone. Over 19 million registered users have already signed up to ErosNow during its pre-launch phase.

On July 19, this year’s biggest blockbuster, Tanu Weds Manu Returns, will premiere on ErosNow. This will be the first time a knockout hit, which is also 2015’s highest grossing film so far, is being aired on any platform, “TV se pehle”. The other hits that will follow Tanu Weds Manu Returns are this year’s notable successes from the Eros stable, which include Badlapur and NH10, as well as Shamitabh and Happy Ending.

Building on its strengths as a film studio in creating and producing film intellectual property and leveraging its relationship with talent within the film fraternity, ErosNow will be producing in-house flagship original programming. These are set to be high-quality, cutting-edge shows with film-like production values targeted at young Indians, the largest demographic of the Indian population. The online space is unfettered by the restrictions that constrain television programming and oblige them to maximize television rating points, so consumers can expect never-seen-before content across several genres that include reality shows, adaptations of hit international series, and original productions spanning drama, comedy and thrillers. Like in Hollywood, full seasons of these shows and series will be available for binge-watching at a consumer’s fingertips, exclusively on ErosNow.

ErosNow will roll out its original content strategy with three clutter-breaking shows:

Khel, a wicked, dark drama featuring an insider’s perspective on the twisted characters that populate the world of cricket and the Indian Premier League, directed by Karan Anshuman.

The Client, a stylish, edgy, action-packed thriller starring Bipasha Basu as the main protagonist, due to be directed by Rohan Sippy.

Ponniyin Selvan, an epic period drama based on a massively popular Tamil historical novel by Kalki Krishnamurthy, which is an in-house production by Eros South.

ErosNow will also co-produce the Indian adaptation of a popular international sitcom with Anil Kapoor Film Company (AKFC), which already has the hit Hollywood series, 24, under its belt.

Commenting on the changing dynamics of India’s digital entertainment landscape, Jyoti Deshpande, Group CEO & Managing Director, Eros International Plc said, “Having conquered the big screen, we set our sights on something even bigger and newer. We are poised to take advantage of the briskly growing broadband penetration and the imminent launch of 4G technology to reach out to the potential audience offered by close to a billion mobile connections. As consumption patterns change globally, Internet entertainment networks have begun to rapidly replace traditional, linear television. It’s our turn now. And I believe that Eros will have the first-mover advantage in this space with the strength of its vast content library and dominant market share to further consolidate its leadership position as it reinvents itself from a film studio to a more consumer facing content and digital company in the next phase of growth.”

Rishika Lulla Singh, CEO, Eros Digital added, “I am very proud to say that ErosNow has garnered over 19 million registered users in its pre-launch phase. Now we want to drive our subscriber growth, with the launch of our marketing campaign to promote our groundbreaking online premieres before television. I believe ErosNow will differentiate itself not only by windowing premieres but also by the distinctive quality of its original shows. We have built in-house our state-of-the-art technological platform that offers a world-class consumer experience along with exclusive and compelling content.”

ErosNow is at the forefront of this digital revolution, with its library of featured and original content that offers endless entertainment. Bolo kya dekhoge?