YRF movies now available in Britain via Sky Store

The eternal romantic sagas of Yash Raj Films (YRF) have landed in Britain with the production banner inking a partnership with BskyB (British Sky Broadcasting). The deal brings films under the banner on the Sky Store for audiences in Britain and Ireland.

From "Darr" to "Kill Dil", about 30 films have been made available on Sky Store (www.skystore.com) in a move to cater to international audiences.

Users can watch the movies digitally directly on demand by simply clicking a button on their TV remote. The charge appears on the monthly bill, making for an easy transactional process.

This distribution has been enabled by their partners, FilmKaravan.

"The United Kingdom and Ireland have been one of the top five preferred territories worldwide for the banner with almost 1.5 million Bollywood fans constantly seeking to watch blockbuster titles," read a statement issued by YRF.

Anand Gurnani, vice president of digital, Yash Raj Films Pvt. Ltd., feels the alliance attempts to catch up with the demands of people hooked to technology.

"Consumers today want to watch their favourite content at the time they want to watch it and on a platform they prefer the most. It is important to understand their choices and enable reach via reducing friction to access our content.

"Our movies are easily accessible now digitally via Sky, thus tapping into a hybrid platform accessible directly on TV. Making our films available through the Sky Store platform was a natural extension to our digital distribution efforts. It's imperative that we be where our consumers are," Gurnani said in a statement.

The banner is credited for films like "Dilwale Dulhania Le Jayenge", "Band Baaja Baaraat", "Mardaani" and more recently "Dum Laga Ke Haisha".