UK, Mills & Boon novels were officially launched in India in 2008, although they were already popular in the country due to unofficial imports and purchases from abroad. Sales swiftly increased, doubling over the 2009–2010 period. According to Mills & Boon, an author can receive royalties of between £2,000 to £30,000 per book. Centenary year The year 2008 was Mills & Boon's centenary as a publisher. This was marked by a number of events and exhibitions. In November 2008, BBC Four celebrated the anniversary by broadcasting the 90-minute drama Consuming Passion, written by Emma Frost. Electronic publishing Electronic publishing has allowed Mills & Boon to double its output. As of 2012, it now releases over 100 e-books per month, more than in print, and sells more e-books than physical books. Parent company Torstar cited the strong growth of e-books in its 2010 report, with digital revenues up CAN$16.1 Million. According to Tim Cooper, digital and marketing director for the publisher, "digital lends itself to the habitual nature of our content. Our readers finish reading one and they can download the next." Author Sharon Kendrick's opinion is similar: "[Mills & Boon] are an intense reading experience, and they can be read quickly. People read four to five in a few days so that's a lot of books to carry around." Another factor in favour of electronic publishing is the lack of a visible cover. Cooper notes that "part of the appeal of digital reading is that nobody necessarily knows what you're reading." Kendrick supports this view as well, saying, "one of the things about reading romance is that slightly furtive thing, the 'oh God, I can't be seen on the train reading a romance'. If you've got a Kindle then no one knows what you're reading. It's not about embarrassment, really—it's more that you don't want to be judged, and we are often judged by what we read." The more sexually explicit Spice imprint sells particularly well in electronic format, compared to the Modern imprint which is the most successful in print. Critical opinion The company has been criticised for repeating plots, the inevitability of their happy endings, and a simple writing style, whereas fans cite predictability as a key reason for reading. While there is no template or standard outline and authors are allowed full artistic freedom, there are, however, genre conventions that need to be met to be successful.