This is a first of its kind event, claims Airtel. The cellular service provider will premiere Arindam Chaudhary's film ?Rok Sako To Rok Lo' on Airtel Live on December 9 at 3.00 pm.
That is, a day before the film's nationwide release. For the uninitiated Chaudhary is the director of well-known
management institute, Indian Institute of Planning and Management, and author of best seller 'Count Your Chickens Before They Hatch'. ?Rok Sako To Rok Lo' marks his directorial debut in Bollywood.
On its part, Airtel Live is a multi-access mobile entertainment portal, in other words, a web site, that offers a variety of exclusive and branded content in the areas of movies, music, sports and mobile games.
?Rok Sako To Rok Lo' can be seen by those Airtel Live subscribers who have EDGE phones. EDGE is short for Enhanced Data for GSM Environments, a high-speed wireless technology that increases data speeds for wireless data access from laptops or phones. To watch the movie all one needs to do is visit the Airtel Live portal on their EDGE-enabled handset and click on the link for the movie. The movie would be streamed live, and would not require saving or storing of any clips. However, Airtel customers would be able to view the film on a ?first come first view' basis. Content on Airtel Live can be accessed through voice (by dialing 646), SMS (sending keyword to 646), GPRS/EDGE (Airtel Live mobile portal) or the web.
The movie can be accessed in 10 cities that include Delhi, Chandigarh, Pune, Ludhiana, Bangalore, Hyderabad, Cochin, Ahmedabad, Kolkata and Mumbai.
Talking about Airtel's maiden initiative, Atul Bindal, director, mobility, and group chief marketing officer, Airtel mobile services, says, "Airtel has added another first to its list by becoming the first cellular service in the world to premiere a full length movie on mobile. It represents our latest initiative to usher in a new era of technological innovation to redefine the mobile experience of all our customers. I am certain that this EDGE powered service will add a whole new dimension to the concept of mobile-based entertainment."
The other services on Airtel Live include content from channels CNBC, Zoom and Aaj Tak. More channels are in the offing, and Airtel plans to offer a mix of live TV streams as well as canned content in the near future.
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