Direct to home (DTH) operator, Airtel Digital TV, is launching a new movie on demand service in conjunction with Viacom 18, offering a catalogue of Bollywood blockbusters on a pay per view basis to subscribers across India.

Superhitz will be available 24/7, with ten films available to view in the first month, including No One Killed Jessica, Dabangg, Mirch, Marigold, Tum Mile, Ajnabee, Dil Hai Ki Manta Nahi, Aashiqui, Pyaar Kiya To Darna Kya and Hello Brother. Content will be added to and replenished in the future, according to the satellite TV platform.

“Pay per view movies as a category has been doing very well on our platform, being one of the largest contributors to growth in value added services,” said Sugato Banerji, CMO, Airtel digital TV.

“The launch of Superhitz will help catalyse the growing interest in the genre by bringing home the benefits of comfort, convenience and value. With many in rural India having to wait endlessly for new movie releases, Superhitz is our way of having them keep up with the latest and most varied movie fare on offer on DTH.”

Superhitz will provide ‘Actor Festivals’ each Saturday, providing subscribers with a back catalogue of popular titles as well as the latest film releases. Subscription prices start at INR20 a month, for the price of one video on demand (VOD).

Gaurav Gandhi, COO, Sun 18 North and head international business, Viacom 18 added: “At Viacom 18, we are committed to exploring emerging distribution models to maximise content monetisation. We believe that the subscriber VOD business has tremendous potential and, with Airtel’s rapidly growing customer base, our blockbuster movie library, and attractive pricing and promotion [we] will make this service a huge success.”