Mumbai – Eros International has launched an advertising-supported on-demand streaming movie streaming service to offer content online, free of charge to consumers. The service, accessible at http://ondemand.erosentertainment.com offers exclusive content from the Eros movie catalogue which consists of 1,300 titles, 5,000 music videos, behind the scenes, ‘making-of’ footage, as well as exclusive short movies and events. The video stream will include periodic advertisements in a model similar to traditional TV, although advertisers pay only for ads that have been seen by an Eros platform user. Manu Kaushish, SVP, new media, Eros Entertainment said, “This is a pioneering model for the Indian film industry and we strongly believe in advertising supported business models. This initiative will help our plans to offer free online content a tremendous boost and benefit consumers largely.” Eros is also providing a paid download model in which movies not interrupted by commercials expire after the first play. A third model allows users to download and own the movie. Eros is working with other studios and content owners to offer additional Bollywood titles and TV content on the Eros platform. Content which is currently available on the Eros platform includes movies Om Shanti Om, Partner, Namastey London, Cheeni Kum, Provoked, Gandhi My Father, and Heyy Babyy. Eros is also expecting to provide Tamil-language content as part of the ad-supported offerings.