Indian media and entertainment company Eros International has launched an online video-on-demand (VOD) service supported by advertising.

Consumers have access to free online content that includes exclusive content from the Eros library of more than 1,300 titles and 5,000 music videos, behind the scenes 'making of' footage, exclusive short form movie clips, and events.

Available on, the video streaming is supported by periodic advertisements, so that it is like watching a movie on television. Advertisers, however, are only charged for ads that have been viewed by users.

A paid download model, where movies expire after the first viewing, is also available, and a paid download-to-own model is also available for those who want to own the downloads.

'With increase in demand for digital distribution and on-demand consumption of content by users, this innovative step will help users take advantage of the absolutely free of cost, instant access to exclusive Eros movie content,' said Kumar Ahuja, vice president of international sales and new media.

Among the Eros titles available to view will be Om Shanti Om, Partner, Namastey London, Provoked, Gandhi My Father, and Heyy Babyy .

Eros is also in the process of working with other studios and content owners to offer additional Bollywood titles as well as TV content on the Eros platform.

For new media, Eros has partnered with YouTube to provide legal content and has generated over 16 million views to their short form content of trailers, clips, music videos and other exclusive content. It has also partnered with Joost, the Internet television service provider for more than 200 Bollywood movies and over 600 music videos from the Eros catalogue.