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Moser Baer launches its Hindi home video titles nationally
• • • • Over 1,000 Hindi titles in library, Moser Baer launches the largest ever ‘Bollywood’ home video foray with 101 titles. The launch includes popular hit titles like Baazigar, Biwi No.1, Khakee, Aankhen, Qurbani, Vaastav, Ghayal, etc. Moser Baer set to launch new Hindi film “Kudiyon Ka Zamaana” in home VCDs at MRP Rs.28 and DVDs at MRP Rs.34. Titles to be available at over 100,000 outlets
Mumbai, March 15, 2007: Moser Baer, India's largest and world’s second largest optical storage manufacturer today announced its national launch in the Home video market with 101 popular Hindi titles at attractive price points of just Rs 28 for VCDs and Rs 34 for DVDs. The company has earlier launched titles in Tamil, Malayalam, and Kannada and has been receiving overwhelming response from customers for bringing in a paradigm change in this business. The Hindi titles include popular and super hit films like “Baazigar” starring Shah Rukh, “Khakee” and “Aankhen” starring Amitabh, “Vaastav” starring Sanjay Dutt, “Ghayal” and “Betaab” starring Sunny Deol, “Biwi No.1” starring Salman and Anil Kapoor, “Qurbani” starring Feroz Khan and many other such hit titles. The division based out of Mumbai, with presence across the country in all major metros as well as in smaller towns through an active and well-organized three-tiered channel. The move will also take advantage of an already established Moser Baer production capability and a well developed distribution network. The company will release video content on DVD and Video CD formats using its proprietary and patented technology which enhances quality and significantly reduces cost. This will enable Moser Baer to revolutionize the quality-price parity and offer unprecedented value for the consumers. The distribution of the titles is intended to reach almost every movie enthusiast in the country. The company has already lined up 450 distributors in the country and stocks shall be soon available in around 100,000 outlets, including Kirana stores, stationery shops, telecom shops and regular audio and video outlets. According to, Harish Dayani, Chief Executive, Entertainment Business, “This initiative represents an excellent opportunity to leverage our optical media strengths in patented and proprietary technology, capacity and costs enabling us to offering high quality titles at very attractive price points between Rs 28 – Rs 34 for VCD/DVD. I believe that at these price points, consumers will finally have a chance to ‘Own Bollywood.”
Moser Baer will be creating the consumer pull and awareness through a nation-wide TV campaign starting from this month-end and will also use the national press to reach out to consumers and communicate the value proposition offered. The business model is based on creating strong awareness and demand among the consumers and towards this, it is working on an aggressive marketing strategy. Moser Baer's new division is close to acquiring copyrights/exclusive license for more than 7,000 titles in all major Indian languages, which comprises a third of all movies produced till date in India. With world-class packaging, wide distribution reach and global quality production standards in each product, customers will be given a compelling value proposition which has hitherto fore not been seen in India. The Indian home video market has failed to keep pace with the growth in the overall entertainment business given that India is the world's largest producer and consumer of films. Rampant piracy and high fragmentation in this business have impacted the industry. According to research, India has over 26 million DVD/ VCD users, growing at a healthy clip of over 25%, and comprising about a fourth of all TV ownership in the country. Despite the huge potential market, home video accounts for a mere 7% of the total film revenues of Rs. 7,900 crore. The US home video market is almost the same revenue size as that of the theatrical market. The new initiative will release titles in Hindi, English, Tamil, Telugu, Kannada, Kannada, Bhojpuri, Marathi, Bengali, Gujarati and Punjabi languages. With 18 CFAs, 450 distributors and a dedicated sales force, this division will also set up owned and branded outlets at about 300 locations in addition to its alliances with large format stores. About Moser Baer India Moser Baer, headquartered in New Delhi, India, was established in 1983. The Company has successfully developed cutting edge technologies for recordable optical media, constantly innovating and introducing new products and process. The company currently has over 5,000 full-time employees and has multiple manufacturing facilities in the suburbs of New Delhi, The company services it's customers through 6 marketing offices and subsidiaries/affiliates in India, the US, Europe and Japan. An emphasis on high quality products and services has enabled Moser Baer to emerge as one of India's leading technology companies, with more than 16.5% share of the global recordable optical media market and new initiatives in technology-lead sectors such as Solar Photovoltaic energy and Home Entertainment In case you need further information, please contact the following: Yograj Varma Corporate Communications, Moser Baer India Ltd. Tel: 91-11 41635201, ext 334 E-mail: yograj.varma@moserbaer.in
