Shemaroo Entertainment, extended its relationship with The Orchard for distributing and marketing Shemaroo's music catalogue on  iTunes  in  the Middle East and North Africa (MENA) region.

Earlier  this  year,  Shemaroo  Entertainment,  an  established  integrated  media  content  house  had entered into a strategic alliance with The Orchard, an international distributor of digital content, to distribute  its music  content  in  Latin  America,  North  America,  Europe  and  Asia  Pacific.  The  deal allows  Orchard  to  exploit  Shemaroo's  music  catalogue  on  more  than  100  international  digital platforms  like  iTunes,  Spotify,  Rhapsody,  eMusic,  Virgin  FR,  Amazon  Digital  Services  Inc,  Xbox Music,  rDio, MediaNet,  etc.  The  vast  repertoire  of  audio  includes  film,  non!film  across multiple genre like folk, pop, sufi, qawwalis, kid's music and Regional music.

In  all  it means,  that  the  audience  far  from  their  home  land will  no more miss  the  desi  (Indian) music. Not only  this,  they  can also enjoy audio  songs  in  their own  local  language as a  variety of regional music in more than 22 languages including Punjabi, Marathi, Bhojpuri, Gujarati and Bengali among others are available on these platforms. 
 
Through this extended relationship with The Orchard, Shemaroo Entertainment will now be able to distribute its content in MENA region as well. 
 
Jai Maroo, director, Shemaroo Entertainment shares his thoughts on the occasion, ''Shemaroo has already been distributing  its vast music catalog directly  in  India through all the telecom operators and music streaming services. For Global distribution of our content, we have already entered into a  strategic alliance with The Orchard earlier  this year. We are pleased  to extend  this partnership with the company to distribute our content on iTunes in the Middle East and North Africa (MENA). The development will empower audience from MENA with a variety of content across different genres.''

Shares of the company gained Rs 23.20, or 12.77%, to trade at Rs 204.60. The total volume of shares traded was 188,098 at the BSE (12.21 p.m., Thursday).