Bollywood app becomes big hit with iPad users

A Bollywood app for iPad has hit the number one position in the entertainment category for Free Apps in India.

The application allows Indian cinema audiences to access a wide range of Bollywood film content.

"Bollywood is almost a religion for millions of fans around the world and despite the fact that a cinema experience is still the richest way to truly enjoy a film experience, the digital fans are growing worldwide and are heavily mobile," outlined Ricky Ghai, Chief Executive Officer, Eros Digital.

The company has a digital repository with access to 1,100 movies, as well as access to trailers, photos, behind-the-scenes exclusives and movie stills.

"We have been highly successful in reaching the world through theatrical and cable homes etc. It is now time to reach the consumer on their terms and digital platforms, specifically mobile and tablets," said Kishore Lulla, Chairman and CEO of Eros International plc.

"We have to stay connected with all audiences through different platforms," he added.

The company reports that 93% of users are active on the app and there is a 100% retention of the app on their devices.

In June, YouTube announced the launch of a dedicated Bollywood film channel.

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