Bollywood in USA

Saavn, a New York-based media company offering South Asian content, has joined hands with Joost, a broadcast-quality internet television service, to make hit Bollywood music and movies more accessible to fans in America.

Bollywood has danced its way into American pop culture over the past year, frequently popping up in American movies, television programmes, and commercials. At the same time, Bollywood music is becoming more and more popular. But until now, Bollywood music mostly has been available in neighbourhood Indian shops or through clips of music videos found sporadically on the web.

Together, Saavn and Joost are changing that, Saavn- a web community and social network that brings people together based on a common interest (South Asian content) - said in announcing the deal with Joost. Its fare includes Bollywood and other South Asian films, music, television, sports and events.

Joost will serve the rapidly growing market for Bollywood movies and music by providing programming from Saavn's vast library on the platform. With the Saavn content being available on Joost, music fans can enjoy Bollywood music on their own schedules and watch rare music videos in their entirety, it said.

Joost users will be able to watch movies with some of Bollywood's most famous stars, and many of the most popular Bollywood songs, such as Dil Na Diya, Aankhon Ki Gustakhiyan and Jhalak Dikhla Ja will also be on Joost.