In a move that is expected to delight a lot of Indian movie goers, Sony BMG and Handygo signed an exclusive contract that grants the latter digital rights for 12 Hindi, Tamil and Telugu films. Mobile phone service subscribers across India will be able to download WAP content including wallpapers, animations, quizzes and music content related to the films using the 55678 short code or play contests by dialing the relevant IVR numbers.
Handygo aims to increase its visibility in the Bollywood and South mobile WAP market with this contract. The Hindi films named in the deal encompass ‘I hate love storys’, ‘Rajneeti’, ‘Ayeisha’ and ‘Crook’. The Telugu movies include ‘Puli’, ‘Kaleja’ and ‘Raavan’, while the Tamil films are listed out as ‘Raavan’. ‘Singam’, ‘Sindubad’, ‘Aadukalam’ and ‘Kadhal 2 Kalyanam’.
“VAS companies are exhibiting a growing penchant for regional content as it accounts for 40-50% of mobile music market in India. South India is the largest regional market in mobile music monetization. Hence, Handygo is looking to acquire more content in the regional space,” remarked Praveen Rajpal, Chief Executive Officer, Handygo.
The content will be accessible on the WAP platform across operators such as Reliance, Tata, Idea, Vodafone and Aircel. Users can dial 5567819 to play the ‘Rajneeti’ or ‘Raavan’ contests on IVR. Fans can dial 556782 in order to enter the ‘I hate love storys’ contest on IVR. WAP content may be accessed by texting ‘Handygo’ to 55678, while users can text ‘RAV’ or ‘RAJ’ to the same number to play the ‘Raavan’ and ‘Rajneeti’ quizzes, respectively.