Daily Trends Editor

Eros International group chief executive and managing director Jyoti Deshpande said “Eros forays into digital entertainment content “Our objective is to transform ourselves from a leading film studio to a content and digital company,”.

Movie producer and distributor Eros International now entered online entertainment platform by launching ErosNow and declared to invest USD 25 million this year to tap into the fast growing digital content segment.

It expects to break even in the next four years. “The absence of enough premium content on television is now driving general public to use smartphones and to look for alternate content on demand.

That is the opportunity we want to tap into,” Deshpande said. ErosNow has garnered over 19 million registered users in its pre-launch phase, Eros digital chief executive Rishika Lulla Singh said, adding will launch five movies — Tanu Weds Manu Returns, Badlapur, NH10, Shamitabh and Happy Ending, before its TV premiere. Deshpande said most of the content will be offered for free initially but they would look at different subscription options ranging from Rs 50 to Rs 150 a month.