Eros International ties up with YouTube

According to Anupama Chandrasekaran from Content Sutra , U.K.-listed Bollywood producer Eros International has joined hands with YouTube.

In a press release, Eros' chairman and chief executive Kishore Lulla, said the partnership with YouTube will generate advertising revenue. Lulla told British daily Telegraph he expects the YouTube channel to generate at least 30 million viewings in its first six months.

In the past year, Eros, whose releases last year included the Sanjay Dutt comedy sequel Lage Raho Munnabhai and whose forthcoming flicks include the Amitabh Bachchan starrer Cheeni Kum , has been zealous in expanding its digital distribution business. Eros' audio tracks are already available on online music stores iTunes and Real Rhapsody.

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