Mumbai, 23rd April 2010: Eros International’s VEER, a love story set in the historical context of the British rule in India has resulted in a modern day British-Indian collaboration, making Veer the first movie in India to have an audio-description (AD) track in Hindi on its DVD. The aim is to ensure that no fan of Salman Khan remains untouched by the charms of this romantic action movie.
UK-based Royal National Institute of Blind People (RNIB) worked with Eros International to achieve this milestone after its research among blind or partially sighted people of Asian origin in the UK and India found that over 70 per cent of respondents were more likely to watch Bollywood films if AD in Hindi was provided. The above statistic has been formally published in a report ‘Bollywood for All’ by RNIB and is available in the public domain.
AD is as important to blind and partially sighted people as subtitles are to those with hearing impairments. It is almost like an observer narrating a story to the viewer, an additional commentary that fits between passages of dialogue to describe action sequences, body language, costume and scenery – allowing the viewer to understand exactly what is happening on screen.
Pranab Kapadia, Head of International distribution at Eros International says: “We are extremely excited to join hands with RNIB and present the first of its kind film DVD with the epic Veer having Audio Description for the blind or partially sighted fans of Indian cinema. We strongly believe in our social responsibility and this is our humble attempt in initiating a step that we believe will benefit consumers largely”.
Stephen King, RNIB Director of International Affairs says: “RNIB has worked with the Bollywood industry to bring the benefits of audio description to new audiences. The decision by Eros to include audio description on its DVD release is momentous, transforming the experience of blind and partially sighted Bollywood fans watching films at home, not just in the UK but internationally. Our research tells us that fans want AD on Bollywood films and RNIB hopes that other distributors will follow the lead of Eros.”
Film fan, Naseem Rehman, from Coventry says: “I love Bollywood films, but I don’t often go to the cinema because I find it difficult to follow all the action on screen. I’ve also got three young children and having audio description on DVDs that I can enjoy at home with my boys will be fantastic. I’ll be able to watch with them and know what they are seeing too, without needing someone to explain the action to me.”
‘VEER’ from Eros international is directed by Anil Sharma and produced by Vijay Galani movies. The film stars Salman Khan, Zarine Khan, Sohail Khan and Liza Lazarus. The DVD will be available world wide from March 8, 2010 and it will carry a Hindi audio description track. The AD track has been produced at Red Bee Media Limited which has offices in UK, Australia, France, Spain and Germany.
Eros International, international distributor of Bollywood films, is also exploring the possibility of making DVDs for ever green classics such as Sholay, Waqt and Devdas available to blind and partially sighted audiences across the world.
RNIB’s campaign for AD has resulted in several major distributors of Hollywood films releasing their DVDs with an AD track in the UK. Now, for the first time, the DVD of a Bollywood film with an AD track in Hindi will be made available worldwide.
Veer DVD hits stores on 24th April 2010.
Notes to editors:
About RNIB
RNIB is a UK-based charity offering practical support, advice and information for anyone with sight difficulties. Every day another 100 people in the UK will start to lose their sight. There are around 1.8 million people in the UK with sight problems. If you, or someone you know, has a sight problem RNIB can help. Call the RNIB Helpline on 0303 123 9999 or visit www.rnib.org.uk
RNIB Research on Audio Description for Bollywood Films
In 2009 RNIB funded research to determine the demand for AD on Bollywood films from blind and partially sighted people of Asian origin in the UK. A copy of the research report is available on request from RNIB Media Relations team. Some of the findings are as follows:
* 19 per cent of the 260 respondents in the quantitative study said they watched a Bollywood film on television everyday, with 6 per cent stating that they watched them on DVD about once a day.
* Viewing of Bollywood films at the cinema was much lower, with 66 per cent stating they never watched Bollywood films at the cinema.
* 40 per cent believed that their current sight level was a major factor that prevented them from going to the cinema to watch Bollywood films, as it affected their understanding of the film.
* Over half of the respondents stated that they were more likely to watch Bollywood films if AD was provided (56 per cent in the quantitative study and 92 per cent in the qualitative study).
* The majority of respondents preferred AD in Hindi compared with description in English.
About Eros International plc
Eros International is an integrated player in the rapidly growing Indian media and entertainment sector, involved in the acquisition and distribution of filmed entertainment content across current and emerging formats including theatres, home entertainment, television and new media.
Eros has close to three decades of market experience in creating a global platform for Indian cinema. In 2006, Eros became the first Indian media company to obtain a listing on the AIM Market (“AIM”) of the London Stock Exchange. Eros operates worldwide with offices in India, the United Kingdom, USA, UAE, Singapore, Australia, Fiji and the Isle of Man.
For further information please visit: www.erosplc.com
For further details please contact
Adfactors PR
Mili Lalwani – [email protected] / 09833452362
Neha Goenka – [email protected] / 022 22813565
Eros International Media Limited
Amita Naidu – [email protected] / 9820438754
RNIB Media Relations Team
Yashoda Sutton – [email protected] / 020 7391 2223 / out of hours call 07968 482812
(An RNIB spokesperson is available for interviews in English or Hindi)
Eros International Media Limited proposes, subject to receipt of requisite approvals, market conditions and other considerations, to make an initial public offer of its equity shares and has filed a Draft Red Herring Prospectus (“DRHP”) with the Securities and Exchange Board of India (“SEBI”). The DRHP is available on the SEBI website at www.sebi.gov.in as well as on the websites of the book running lead managers at www.enam.com, www.kmcc.co.in, www.morganstanley.com/indiaofferdocuments/ and www.abnamro.co.in. Investors should note that investment in equity shares involves a high degree of risk and for details relating to the same, see the section titled “Risk Factors” of the DRHP.
This advertisement does not contain or constitute an offer of, or the solicitation of an offer to buy, securities to any person in the European Economic Area including the United Kingdom, Australia, Canada, Japan, South Africa or the United States or in any jurisdiction to whom or in which such offer or solicitation is unlawful, and there will be no public offer of the securities in any of these jurisdictions. The securities referred to herein have not been and will not be registered under the US Securities Act of 1933 (the “Securities Act”) and may not be offered or sold in the United States absent registration under the Securities Act or another exemption from, or a transaction not subject to, the registration requirements of the Securities Act.
