Yash Raj Films has launched its own Video DRM (Digital Rights Management) platform, through which “song videos” of select YRF catalogue titles, shall be available for download in a digital format through its Website. Yash Raj Films also announced that song videos from its upcoming blockbuster – “Jhoom Barabar Jhoom”, will also be available for digital downloads through this platform soon. Developed on Microsoft’s platform, the offering was launched by Mr. Steve Guggenheimer, General Manager - Application Development and Platform Marketing, Microsoft Corporation, at TechMela 2007, Microsoft’s premier technology event.

Users can now buy and download “Song Videos” in a digital format from the YRF Website www.yashrajfilms.com marking the advent of a new era of entertainment for consumers. This facility is presently available only for consumers outside India. Apart from some hit song videos from YRF’s recent releases, the highlight would be an exclusive Song Video from YRF’s forthcoming film “Chak De India” (featuring Shah Rukh Khan). The YRF Website already offers “audio songs” of its catalogue titles for download in a digital format. This secure delivery of digital content over the web is possible through Microsoft’s cutting-edge Windows DRM technology.

On the sidelines of the launch. Mr. Steve Guggenheimer, General Manager - Application Development and Platform Marketing, Microsoft Corporation said, “The availability of song video downloads from Yash Raj Films DRM platform marks a new era in Bollywood’s use of technology to connect better with its audiences. We are very excited about this association, as it has not only given us an opportunity to work with one of India’s most respected production houses, but also enabled us to improve the movie experience for a billion Indians.”

Yash Raj Films, one of India’s foremost adopters of rich media technologies is also in the process of evaluating Microsoft Silverlight for its Website www.yashrajfilms.com for providing rich media interactive features in the future. Microsoft Silverlight is a cross-browser, cross-platform implementation of .NET for delivering the next generation of media experiences and Rich Interactive Applications (RIAs) for the Web.

The YRF Website is one of the most popular Indian Websites generating almost 20 million hits per month and is immensely popular among all Indian film lovers worldwide. The Video DRM platform has been developed by Idealake Information Technologies, using Microsoft’s latest .NET technology.