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Yash Raj to offer song video downloads …

Posted by ElJay Arem (IMC OnAir) on June 16, 2007

MUMBAI: Yash Raj Films (YRF) will leverage Microsoft’s DRM (Digital Rights Management) platform to offer song video downloads of select catalogue titles through its website.

The offering was launched by Microsoft GM application development and platform marketing Steve Guggenheimer at TechMela 2007, a technology event.

Song videos from Yash Raj’s latest release Jhoom Barabar Jhoom will soon be available for downloads through this platform.

The facility is presently available only for consumers outside India. To promote the site, exclusive song video from YRF’s forthcoming film Chak De India will be available on the site.

Guggenheimer said, “This marks a new era in Bollywood’s use of technology to connect better with its audiences. We are very excited about this association, as it has not only given us an opportunity to work with one of India’s most respected production houses, but also enabled us to improve the movie experience for a billion Indians.”

Yash Raj Films is also in the process of evaluating Microsoft Silverlight for its website for providing media interactive features in the future.

Microsoft Silverlight is a cross-browser, cross-platform implementation of .NET for delivering the next generation of media experiences and Rich Interactive Applications (RIAs) for the web.

(16 June 2007 5:45pm –’s Digital Edge | Team )

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