Moser Baer launches its Hindi home video titles nationally

Moser Baer India Ltd on March 15, 2007, has 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 the Company 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 the Company 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.

The Company 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.

The Company’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.


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, 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.

Source : Equity Bulls

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