MSM launches Sony Entertainment and SAB TV on mobile; to launch mobile game based on CID

The channels will be available on the mobile TV platform, MiMobi.TV, which has more than four million users.

Multi Screen Media (MSM) has entered into a strategic partnership with Hyderabad-based firm, Apalya Technologies to make its content available on mobile TV.

To begin with, the media company will launch two of its TV channels -- Sony Entertainment Television (SET) and SAB TV -- on the mobile TV application, MiMobi.TV, owned by Apalya Technologies. "Later, Multi-Screen Media may roll out its branded mobile TV application," Nitesh Kripalani, vice-president, business development and digital syndication, Sony Entertainment Network tells afaqs!.

MiMobi.TV is a TV channel agnostic platform/application, which offers TV content from more than 100 channels -- including Times Now, STAR One, Zoom, Fashion TV, India TV, Aaj Tak, NDTV 24X7, Imagine and UTV Bindass -- to more than four million subscribers.

MiMobi.TV is available on almost all mobile operators, such as Idea, Vodafone, Airtel, Aircel, BSNL, MTNL, Reliance, Tata Docomo and Tata Indicom. It can be downloaded by sending the keyword, 'TV' by SMS to 58888.

Thus, mobile phone users will be required to download the MiMobi.TV application to access MSM content. SET and SAB TV content will become part of the TV content package offered by MiMobi.TV.

Apart from watching the channels live on the application, MiMobi.TV users will be able to access some programmes on demand as well, says Vamshi Reddy, Founder & CEO, Apalya Technologies.

"We want to make our content available on most of the digital platforms. That is the key idea behind the launch of SET and SAB TV channels on mobile TV platform," Kripalani points out.

He expects that the availability of affordable smartphones and the launch of 3G services will fuel the adoption of mobile TV in India. "The initial adoption of SET and SAB TV on mobile TV platform is expected to come from tier I cities, and later from tier II and III towns and cities."

Kripalani also reveals that the company will launch a mobile game based on its popular show, CID, in the next few months. MSM launched a mobile game for Kaun Banega Crorepati (KBC) in November 2010.