Eros International Plc has entered into a partnership with Russian distribution and production company Central Partnership (CP), an affiliate of Gazprom Media Holding, to promote and distribute Indian and Russian content across multiple platforms in both countries.
This association includes exploitation via licensing of intellectual property rights owned by each party in their respective markets and distribution of film projects in both India and Russia.
CP will dub films from Eros’ extensive film library in Russian language which will enable the company to cater to a much larger audience in Russia and CIS.
Eros can further utilise the dubbed content on its digital platform, Eros Now, to reach out to a wider audience in Russia.
With the rapid growth of satellite pay TV in Russia, there is an increased demand for premium digital and television content.
This alliance will pave the way for CP to showcase extensive repository of Bollywood films from the Eros library on pay TV.
Furthermore, CP will also approach free TV channels to explore showcasing of Indian titles. Similarly, Eros will endeavour to distribute CP media assets on Indian television.
Jyoti Deshpande, Group CEO & MD, Eros International said, “Russia’s domestic market potential is promising and coupled with the rise in digital consumption by local audiences, we see a huge opportunity in exploiting exciting, unique and high-quality content together to reach audiences across the two diasporas.”
Pavel Stepanov, CEO, Central Partnership. said, “Our strategic partnership with Eros is a big step for both companies in their international expansion, since content from India is now under-represented in Russia and vice-versa. Our plan is to benefit from both companies’ leading positions in domestic markets to change this layout. Moreover, historically India and Russia have been close, and we expect this collaboration to flourish in the light of the current political climate.”