Hungama Mobile in content partnership for Pakistan

By , agencyfaqs!, New Delhi | In Digital | September 14, 2007
Hungama Mobile ties up with Converge Technologies in Pakistan for the distribution of mobile content


Mobile has entered into a content and distribution partnership with Pakistan's mobile VAS company, Converge Technologies. As part of the agreement, Converge Technologies will hold the licence to distribute Hungama Mobile's Bollywood and other content in Pakistan. The companies have Pakistani artistes on board, too, like Emu of Fuzon, Junoon and Atif Aslam.

Hungama Mobile will also distribute the Pakistani content it is creating with Converge Technologies in its international markets. Hungama Mobile already has distribution partnerships with telecom operators in 33 countries, including the US, the UK and South Africa. International markets represent a growing audience for Indian mobile content, especially as Bollywood goes global.

Apart from content in English and Urdu, Hungama Mobile is also considering developing content in regional languages such as Punjabi and Sindhi. Converge Technologies CEO Qazi Fakhir Jamil told 'Business Recorder' that Pakistani content is in demand in West Asia, Europe and the US, where there is a large Pakistani population.

Speaking to agencyfaqs!, Saleem Mobhani, COO, Hungama Mobile, said that content partnerships in Pakistan are still developing between VAS companies and telecom operators. "We have tied up with all the telecom operators in Pakistan and expect to reach all of the 55 million mobile population."

Hungama Mobile is using the same short code it has in India, 54646, in Pakistan. Currently, it is running a campaign for Eros International's 'Om Shanti Om' in association with ARY.

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