By Golly, It's Bolly!

video store, watch a blurry pirated print or wait for delivery from Netflix. The downside? It’s only available on digital cable and the number of movies available is a bit scanty.

BODVOD is the idea of a group of second generation Indian Americans, Vinodh Bhat, Anjali Jindal and Param Singh. “BODVOD is a trade name for our company that acquires, packages and markets Bollywood and other South Asian content on all ‘on-demand’ services on cable, the Web and with mobile phone carriers,” says Jindal, head of programming at BODVOD. “It’s not a consumer brand per se. Rather, we help other companies such as Time Warner and Cox Cable develop a Bollywood category with the

appropriate content and also help them market it.” 

The company claims a reach of 11 million cable households, and besides other content, screens 5-6 movies a month, including films like  Rang De Basanti and Krrish at $3.95 a movie, According to Bhat, the company has signed deals with Google, iTunes, Akimbo, Movielink and some 25 other companies that distribute movie content online.

Well if there’s BOVOD, you can be sure SVOD is snapping on the heels. This new premium subscription video-on-demand channel is available on Comcast. Bollywood Hits On Demand will offer 50 hours of content per month, starting with 15 Bollywood titles monthly and more than 30 music videos on an a la carte basis for $12.99 per month. The first films to be offered include  Devdas, No Entry, Bachke Rehna Re Baba and Sarfarosh. SVOD is a collaboraton between International Networks and Eros International, one of the leading U.S. distributors of Bollywood movies.

So, Bollywood fans, get ready for a grand Bolly-bhojan!