Bollywood Movies to feature on Mobile Devices with the GSM Association, Roamware and Hungama Mobile Pioneering Initiative
Bollywood, the Indian pun of Hollywood, is the world’s largest film industry, churning over 1,000 movies every year, with an audience of over an unbelievable 2 billion viewers across 127 countries. 
In the past few years the quality of Bollywood movies has seen a major enhancement with the coming-in of breakthrough technology in the recent time movies. And now Bollywood sees one more pioneering initiative.
On Monday, January 15, 2007, Roamware - leading and fastest-growing global roaming solutions provider and Hungama – largest aggregator, developer and publisher of Indian Entertainment Content worldwide have teamed up with the GSM Association (GSMA) – global trade association to introduce ‘Mobile Bollywood Initiative’ to develop short movies tailored for mobile devices, thereby transporting Bollywood onto mobile devices all over the world.
strong>Renowned Bollywood film maker – Sanjay Gupta, who will feature some of his movies from Dus Kahaniyan on the mobile screen; along with Roamware, Hungama and GSMA are geared to premiere three Bollywood short movies for the mobile medium at the GSMA 3GSM World Congress in Barcelona, slated to be held from 12th to 15th February 2007. The Congress is the grandest annual mobile event, and is expected to pull more than 60,000 attendees from across the global mobile value chain.
Neeraj Roy, Managing Director & CEO of Hungama Mobile said, “Hungama Mobile has pioneered the delivery of Bollywood entertainment content to the world and has been instrumental in promoting Bollywood in the wireless world. From providing music, imagery, video and games we are now preparing to introduce full features and this project with Sanjay Gupta is a step in the same direction. Hungama Mobile has worldwide exclusive rights to over 70% of Bollywood content on the mobile and digital platforms and this content comes from the world’s fastest growing mobile market – India and the most vibrant film industry. We believe it offers tremendous promise as a content category for carriers in over 125 countries.”
“We are honoured to be part of the Sundance Institute and the GSMA’s pioneering vision of the distribution of movies via the mobile phone. Bollywood is a huge force in the global film market, and we look forward to helping the mobile industry realise the potential of this partnership,” said Bobby Srinivasan, CEO of Roamware.
Also present at the event was Bollywood actress Diya Mirza, who was thrilled to see the podium that Bollywood has reached in the recent years and was absolutely delighted on the marriage of Bollywood and mobile content.
Speaking about the pioneering initiative, Sanjay Gupta, said, “Bollywood is a massive presence in the world movie industry, and South Asia represents the fastest growing mobile market in the world. I am thrilled to have the opportunity to be involved in a project that has a promise and the potential to create a whole new distribution model for Bollywood cinematic entertainment,” said Sanjay Gupta, “Our project ‘Dus Kahaniyah’ has been made keeping the mobile and digital medium in mind and the fact that today the market for short films has been given a huge impetus as the quality of video experience on mobile has improved significantly.”
The Mobile Bollywood enterprise further adds to the announcement of Roamware becoming an exclusive sponsor of the Sundance Film Festival: Global Short Film Project, a joint initiative of the GSM Association and the Sundance Institute, which was made earlier in January.
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