BT Vision has announced the launch of its Bollywood Video On Demand service after striking a deal with Endemol-backed digital distributor MoMedia International.

The service called Bolly & Beyond will comprise a mix of Bollywood movies, music and TV shows.

MoMedia International and Shemaroo will supply content to BT Vision under a five-year exclusive arrangement.

BT Vision chief executive Marc Watson said, “We are delighted to be bringing a wide range of quality south Asian programmes to BT Vision.

“Bollywood fans can now choose from an extensive library of TV and film and watch what they want, when they want it. This is a great addition to what is already the UK’s biggest on-demand service for TV, film, kids, music and replay programmes.”

Shemaroo Entertainment director Jai Maroo said, “We are delighted to be working exclusively with BT Vision on this brand new VOD service.

“With our large and diverse library of content and our strong relations with all the major content producers in India, we are excited to be providing a unique entertainment package to the south Asian communities residing in the UK. As a major content company we strive to innovate in the digital space.”

Bolly & Beyond will launch at the end of this month and will be available to all BT Vision customers for 6.85 per month.