Limelight signed on for Rajshri’s broadband entertainment destination

Rajshri Media, the digital entertainment arm of the Rajshri Group, has appointed Limelight Networks, one of the world�s leading content delivery networks as the exclusive provider of streaming content delivery services for Rajshri.com, which the company claims is India�s first broadband entertainment destination.

Utilizing Limelight�s global, high-performance network, Rajshri.com aims to be in a position to deliver its vast library of full length Indian movies, music videos, TV shows, documentaries, and other premium video content via the Internet to a global audience.

According to Rajshri “The content offering is being scaled up very rapidly and Rajshri.com will soon introduce new channels featuring premium content on spirituality, yoga, recipes, astrology, numerology, etc. The most distinguishing factor of Rajshri.com will be its soon-to-be-announced original video programming, conceived and produced for distribution via new media to digitally connected consumers worldwide. The scalability of the Limelight network will ensure that viewers are provided with a high-quality media experience at all times.

Rajjat A. Barjatya, Managing Director, Rajshri Media, said “The non-resident Indian audience is estimated to be more than 25 million strong with an equally strong non-Indian audience. This audience is fragmented and difficult to reach through traditional media but connects very strongly with Indian entertainment, especially Bollywood. The penetration of broadband and 3G networks, especially in developed markets, gives us the ability to distribute rich content, including long form video, to consumers worldwide, including markets which traditional media has not been able to penetrate. We are proud to partner with Limelight and are happy to announce we have received a phenomenal response, having already crossed 4 million video streams within a fortnight of launch.”

“We are delighted that Rajshri Media has chosen us as their exclusive partner to deliver high quality video content to audiences across the globe,” said Matthew H. Sturgess, Vice President, Asia-Pacific at Limelight Networks. “To make Rajshriâ€?s vision a reality, our highly scalable next generation content delivery network enables them to simultaneously deliver huge video files to audiences of any size, anywhere in the world” he added.

On being asked by AnimationXpress.com as to how much percentage of the content would be games and animation and whether Rajshri had plans for commissioning the same, Rajjat shared, “Phase 1 we are more into aggregating animation content. When it comes to games, we are in an alliance with Jump Games for Bollywood themed mobile gaming properties”

Broadband is finally showing signs of becoming a reality in India and one is witnessing a lot of new initiatives and investments in entertainment content portals of late, including the launch of Zapak.com and Rajshri.com. This means the opening up of yet another avenue for digital content creators including animation and games!

Stay tuned to Animation Xpress.com as we probe and get you the latest information about new opportunities in this space!

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