A 24-hour interactive devotional application iDarshan was launched for Airtel Digital TV customers in partnership with Shemaroo Entertainment Ltd.
The content provider would be Vistaas Digital Media Pvt Ltd. Devotional movies, songs, debates, discussions, pravachans, satsangs, discourses, travel episodes from shrines across the country and pilgrimage information would form the other content. The application is available for a monthly rental of Rs 15.
“The devotional genre is emerging as a key driver for the interactive services category for us, after games and movies,” said Mr Sugato Banerji, Chief Marketing Officer, Airtel Digital TV, Bharti Airtel.