Intel Corporation has entered into a partnership with actor, Kamal Haasan, to introduce and promote digital entertainment in Indian movies.

Intel will work with Kamal Haasan to make it possible to receive his movies via broadband on personal computers, wireless laptops and other digital devices.

"Intel has an informal relationship with Kamal. His high profile and enthusiasm for the potential of digital entertainment is something that can benefit Intel's and Kamal's interests. He is one of the first to recognize the Internet's potential and has been in dialogue with Intel for several years," says Hassan Miah, Managing Director, (Digital Media) Intel Capital, Intel Corporation.

Digital entertainment involves enjoying music, movies and other video utilising digital delivery channels and received on digital devices.

It also includes forms of entertainment, such as video games, where digital technology is a key component of making the entertainment possible.

"Intel is interested in promoting usage models that will fully embrace the potential of digital technology. Entertainment, which can be created, distributed and experienced digitally is an excellent application that benefits from digital technology," says Miah.

Intel is also assisting Kamal in developing relationships with content distributors that utilize the Internet as a delivery channel, such as Cinema Now (www.cinemanow.com).

As the facilitator, Intel is working with both the distributor and Kamal to create new business models and explore media packages.

"For example, just as DVDs now include special features including director comments and outtakes, Internet delivery of movies can include supplementary materials that can be updated frequently. This can be combined into a potential subscription business, where the consumer may even get pre release materials from on location," explains Miah.

However, as broadband is to be the main channel of delivery and since it is largely under-developed or non-existent in India, Intel will focus on the expatriate Indian population as the audience for its services.

Currently, Intel is working only with Kamal Haasan in India.

"A tie-up between a computer company and an actor has never been attempted before. I enjoy crossing new frontiers all the time. The sooner we understand the value of the computer in bringing cinema into everyone's laptop, the better," Kamal Haasan recently told rediff.com.

Intel hopes to soon extend the partnership model to include other Asian and Hollywood actors.

"Intel has engaged with the agents and managers of actors China, Latin America, Europe and America. Kamal's leadership role will set an example to be followed by others," says Miah.

To promote digital entertainment in India, Intel is also exploring options like creating partnerships, awareness programs and making investments.

At the 2003 Cannes Film Festival, Intel has had a presence to educate the creative community and film distributors on broadband film delivery.

"Intel Capital has also invested in companies such as content aggregators and media software companies that will form the complete ecosystem to make broadband delivery a significant mass market industry. Finally, Intel marketing programs are being align to support the growth of this market," says Miah.