Handygo ties up with Sony BMG; plans deal with Balaji

Handygo, a mobile value added services provider, said it has partnered with Sony BMG for exclusive digital rights to 12 movies from the company in Hindi, Tamil and Telugu languages.
The content will be deployed on the WAP (wireless access protocol) platform to most operators including Airtel, Reliance Communications, Idea, Tata, Aircel and Vodafone. Customers can also participate in contests through interactive voice response systems, and can download wallpapers, animations and music.
Deepti Gulati, content acquisition head, Handygo, told Telecom Yatra, “We have acquired the rights for offering movie content via mobile internet. We had also tied up earlier with Sony and Venus Tapes. but this is the first deal that we have signed this year.”
On future plans, Gulati said, “We are going to tie up with Balaji Telefilms for humorous content and also for exclusive digital rights of their upcoming movie Once upon a time. In South India, we have an association with well known magazines, such as South Scope, for offering exclusive photo shoots on mobile phones. We are also looking at offering magazine content on mobiles.”
Praveen Rajpal, chief executive officer, Handygo, said in a company statement, “VAS companies are exhibiting a growing penchant for regional content as it accounts for 40 to 50 per cent of mobile music market in India. South India is the largest regional market in mobile music monetisation. Hence, Handygo is looking to acquire more content in the regional space.”
Established in 2000, Handygo develops value added services for mobile operators in India and the Middle East. It has also developed content in Arabic to target mobile subscribers in the Gulf region.