SOURCE: CineMaya Media Group, Inc.

May 01, 2007 08:00 ET hires Elephant Advertising to Launch to Indians in North America

MUMBAI, INDIA and NEW YORK, NY -- (MARKET WIRE) -- May 1, 2007 --, the Internet portal wholly owned by the STAR Group, announced the hiring of Elephant Advertising, a subsidiary of CineMaya Media Group (PINKSHEETS: CNMY), in North America for the launch of its digital entertainment on-demand online service --, which provides some of India's most popular entertainment content downloadable online.

The service is available worldwide and is targeted at broadband-enabled South Asian audiences in the U.S., U.K., Canada and South East Asia.

At launch, content from across the STAR network including popular "K-Serial" "Kahaani Ghar Ghar Kii," "The Great Indian Laughter Challenge" and "Koffee With Karan" are available for download. also has the best of Indian documentaries and music videos available online. Bollywood movies, music and regional language content will also be added to the mix shortly.

The new service is offered via a "download-to-own" model, in which content is downloaded to the end-user's PC. Purchased content is then playable on up to two Windows® Media compatible devices, including portable players, allowing consumers to view their content on the go.

" is the first online entertainment store specifically targeted for the Non-Resident Indian (NRI) community around the world. We are starting the marketing campaign for this exciting launch through Elephant Advertising, which has an expertise in South Asian advertising in North America," said Ajay Vidyasagar, Executive Vice President and Head, Interactive Media, STAR India.

"The service is a long-needed solution to fans of Indian entertainment, who are selective in their programming delivery preferences. With this service, Indians will no longer need to go to the video store or wait for the programs to air on television. One can watch the best of the programs on STAR and other networks anytime, anywhere, directly online," stated Nayan Padrai, President of Elephant Advertising.

Single episodes are now available for free on a trial basis in order to allow users to sample the quality of the content and service. Additional episodes are priced starting from US$0.99, although special discounts are available for bundle purchases.

About (

A fully owned subsidiary of STAR, is an Indian entertainment web site offering rich media experiences centered on entertainment, news, information and self-expression. The portal's network includes Internet assets from STAR, including the highly trafficked destination for STAR PLUS, STAR ONE and Channel [V].

About Elephant Advertising & Events

Elephant Advertising is a subsidiary of CineMaya Media Group, Inc. (PINKSHEETS: CNMY), and an ethnic advertising agency focused exclusively on the burgeoning South Asian American market in North America. Elephant Advertising has built a portfolio of clients including brands such as DIRECTV, Air France, Indus American Bank,,, and MCHI, amongst others.

For more information about Elephant Advertising, please visit or email

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