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Digital piracy robs Bollywood
July 09, 2008
On a trip to Helsinki in Finland, Rajjat Barjatya stumbled upon 15,000 Indian families who had regular access to Bollywood movies even when no production house was distributing them there.
"The families were paying monthly rent to a website that delivered the latest pirated Bollywood content," says Barjatya, who figured that the Indian entertainment sector was being plagiarised and producers who were spending millions on marketing and publicity were being robbed, virtually.
"There was a huge gap in demand and supply of Bollywood content to NRIs settled all over the globe," adds Barjatya, the managing director of Rajshri Media, the digital arm of Rajshri Productions.
Today, Barjatya is doing a roaring business among the NRI population settled in the US, UK and Canada. Success speaks for Barjatya. Rajshri's blockbuster film Hum Aapke Hain Kaun has been viewed over 500,000 times till date and can be downloaded for $4.99.
Text: Priyanka Joshi, Business Standard
Image: Shahrukh Khan at the music release of the film "Om Shanti Om" in Mumbai | Photograph: Pal Pillai/AFP/Getty Images
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