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Hungama Digital Media wins Meffys award

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 26, 2009
The company, in a tie-up with Tata Sky, enabled mobile phone users to download mobile content from their TV sets

Hungama Digital Media, a Mumbai-based mobile and digital entertainment company, has won the 'Mobile First Innovation' award at the Meffys Awards.

The awards are organised by the Mobile Entertainment Forum (MEF), a global trade association founded in the year 2000, and represented by companies related to the mobile entertainment value chain. It is headquartered in London.

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Hungama Digital Media claims that it is the first Indian company to have won an award in the 'Mobile First Innovation' category. The company has bagged the award, as it enabled the delivery of mobile content directly from TV sets to mobile phones, instead of from a mobile site or an internet portal.

In February 2009, Hungama Digital Media tied up with Tata Sky to make available its mobile content pieces -- ringtones, wallpapers, videos, themes, applications and games -- on the Actve Mall service, Tata Sky's interactive shopping channel. Mobile phone users can select the mobile content that they want to consume or download and place a request for it, by sending an SMS to the short-code, 56633.

The mobile content is priced between Rs 7 to 50. The amount gets deducted from the prepaid account of the Tata Sky subscriber, as soon as the requested content gets delivered on the mobile phone. The revenue earned from the sale of mobile content is shared between Hungama Digital Media and Tata Sky.

The digital media company offers 70 unique mobile content pieces every week; and it claims that it receives 3,000-5,000 mobile content requests on a daily basis.

In an official communiqué, Neeraj Roy, managing director and chief executive officer, Hungama Digital Media, says, "The Meffys Awards are the benchmark for measuring success and rewarding innovation in the mobile entertainment industry." Roy is also the chairman of the Asia chapter of MEF.

He adds, "In the age of convergence, Tata Sky and Hungama have taken the lead and integrated DTH and mobile platforms, to provide consumers a wider variety of entertainment content on their fingertips."

In 2007, the company had bagged Meffys in the Best Marketing Campaign in Mobile Entertainment category for its Vodafone campaign.

Some of the other award categories at Meffys include social networking, games, music, ad campaign and business intelligence.