Shemaroo Entertainment will provide its library of film content to WatchIndia on pay-per-view, a video content startup targeting the Indian diaspora starting with 15 films at $4.99 each. The content will be available for download in 2008. WatchIndia now has content from Times NOW, Zee TV, Zoom, Zee Sports, Aastha, IOL Movie Channel, Zee Punjabi, Zee Gujurati, Zee Cinema, YashRaj Films. Shemaroo had tied up with Tinselvision earlier, and this development just affirms my earlier assessment that the bouquet of content is not a differentiator for proprietary video content portals…what is, then? I believe social media features – comments, discussions and fan clubs on video sites are important for imbibing a sense of belonging, thus differentiating one portal from the other.