In a major initiative, the south Indian broadcasting giant Sun TV has signed a mega deal with YouTube and iTunes to monetise its vast content libraries. The group's proprietary content will be available to people across the globe on a 'pay per view' basis.

"Sun TV has a wide ranging repertoire of content, with its channels offering almost every genre of entertainment with the exception of sports and business news," Sun TV group CFO SL Narayanan told indiantelevision.com. He also added that a total of more than 25,000 hours of content would be available for viewing on both the platforms.

In a growing internet world, Sun TV is looking at creating a mark for itself through its variety of programming.

"This initiative positions Sun TV very well and much ahead of the shifts anticipated in buyer behavior with regard to consumption of entertainment services. More and more people are accessing content through mobile devices while on the move and over the internet. We believe that the revenues from these new formats could accelerate rapidly once smart phone penetration picks up in India," says Narayanan.

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