Airtel Digital TV, the DTH business of Bharti Airtel, has launched subscription based video on demand (SVOD) service.

Currently available in Bengali, Airtel’s subscription based video on demand (SVOD) service, which is ad free, will be expanded to Gujarati, Tamil and Punjabi as well.

Airtel Digital TV has over 12.4 million customers in September 2016.

Airtel Digital is charging a monthly fee of Rs 39 for accessing the videos on channel number 702 on Airtel Digital TV. To activate the service, Airtel Digital TV customers will have to give a missed call to 9109121232 or SMS ADD 702 to 54325.

The new service will offer exclusive entertainment video options in Bengali for Airtel DTH customers. This includes, a showcase of 7 Bengali Movies in a day, totaling up to 15-20 unique titles per week. Airtel will increase the frequency to 4 new premieres every month. Video customers gets access to musical performances from the region.

“We will continue to focus on delivering compelling content for our customers and change the way customers view entertainment in India,” said S Siram, chief marketing officer of Airtel Digital TV.