Although YouTube has a dedicated channel for Indian movies, the movies featured are usually quite old and avid movie viewers have to wait for a long period of time to catch up on recent movies.

However with the success of IPL streaming behind it, YouTube is now experimenting with a different approach towards Bollywood movies by launching an ad-supported movie channel.

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This channel which is aptly called “BoxOffice” will feature recent blockbusters in HD quality and according to Alootechie, it will showcase one premium movie every month. However these movies will be available to only Indian users, unlike YouTube Movies.

As stated earlier, these movies will be ad-sponsored and sponsoring companies get an opportunity to showcase its YouTube channel videos and promote its contests/campaigns.

Right below the movie player, there is a tabbed widget populated by sections such as Featured movies which currently gives video recommendations related to the movie, More movies which showcases movies from its Indian movie section and Sponsor specific videos.

Users can also share this channel on Facebook, Twitter and Orkut and take part in other channel related activities such as commenting and subscribing etc.

Gautam Anand, Director Content Partnerships for YouTube Japan-APAC said:

“We wish to create a destination for users which is easily discoverable and also help our content partners get more viewers for their premium content. With over 48 hours of content being uploaded on YouTube every minute, this is our attempt to curate premium and exclusive content which our users enjoy. This initiative also opens up a new window of opportunities for marketers to utilize the platform and engage the YouTube community”

YouTube said it will collaborate with content partners and movie houses in India on a revenue share basis to bring more premium content to this channel every month.

Anand Gurnani, Digital & New Media GM of Yash Raj Films, one of the biggest Indian movie houses, seemed very happy with this initiative. He said:

“Apart from offering tremendous reach, evolved digital platforms like YouTube also enable the monetization aspect through advertising revenues in an unobtrusive manner, while offering a great online viewing experience to the users. We are sure this project will throw up interesting insights and consumption patterns of the digital-friendly audience.”