A film-on-demand service is now available to broadband customers of Indian telecommunication operator Bharti Airtel, thanks to a new partnership with the BigFlix film rental company.

The service will offer a library of over 500 movies, 100 television shows, film trailers and music videos. Priced at INR 229 (US$5) a month, the on-demand broadband video service is available as an add-on pack exclusively for Airtel customers.

“The launch of Airtel Movies comes on the back of a rousing response to our recent offerings of Airtel Broadband TV and Airtel Photos and is line with our commitment of enabling our customers in doing more with the internet,” said Girish Mehta, chief marketing officer, Telemedia Services, Bharti Airtel. “Airtel has always led the way in bringing in innovative services through industry leading partnerships.

“We are confident that this service will enrich our customer’s lives and enable them to balance their work, family and entertainment needs by transforming their experience from appointment viewing to one of choice. We will look to continuously refresh content in response to feedback and customer needs,” he added.

Airtel customers can sign up to the new broadband internet based video-on-demand service via the Airtel Movies website.