The non-linear video service Hathway Special is offering a range of content from films and comedy to devotional content, packaged as Miniplex, Comedywalas, Om Shakti, Ibaadat, Lamhe Movies and Yippee.

The service is currently being offered free to Hathway Special cable consumers for 30 days, but will then be subject to subscription fees of between INR15 to INR60 per month.

Hathway says it plans to expand its reach and viewership in the months ahead, aiming to provide at least 30 offerings on its non-linear video service. Localised content and varied genres will be a major focus for the platform.

Hathway’s CEO T Panesar welcomed the partnership with the content creator, aggregator and distributor saying: “Shemaroo happens to be the leader in media content with a hold of the largest content library in India.”

Hiren Gada, director, Shemaroo Entertainment, added: “This is a big leap, not only for Shemaroo but for the industry as well. Shemaroo Entertainment has always been among the pioneers when it comes to changing technology and consumer needs and adapting the same to reach and better serve our audience. Having successfully launched a number of value added services across genres on multiple DTH platforms, Shemaroo Entertainment Ltd now expands its reach to cable viewers. Our tie up with Hathway will usher a new era in cable TV viewing.”