Buzzcity, a mobile advertising network and social networking site which Naspers has stake in, has inked a deal to provide fledgling GSM telecom operator Videocon Mobile Services, with mobile content to its subscribers. Buzzcity will provide Videocon Mobile subscribers with content from BuzzCity’s mobile media portals – Djuzz, Now-Cook and JAMsked.

Djuzz is an advertising supported portal with free mobile games and applications, and according to their blog, Cricket dominated their apps downloads last week, with Yahoo Cricket receiving 74594 downloads; Cricket T20 World Championship with 34,173, Adidas Cricket with 30,267 and 20-20 Cricket with 29,408 downloads. Interestingly, BuzzCity has published DJuzz’s content distribution agreement here (doc).

Now-Cook is a mobile recipe sharing website, which partners with media brands and food brands, allowing them to promote recipes, and for users to search and discover recipes on the mobile. It’s a free, advertising supported website. JAMsked is a free concert listing service, which allows users to browse concerts by artist, date, genre and location. At the time of filing this report, JAMsked listed 25 gigs in India, but it doesn’t appear to be comprehensive – it doesn’t list the gig by Fractal at the Delhi Jazz Festival, later this week.

Our take

Buzz City’s content is free and ad-supported, so it’s not like they’ll make money from subscription here. So it looks like a marketing deal, where they’re getting positioning on Videocon’s WAP deck. At the same time, Videocon’s hardly has any subscribers. As of January 2011, it had 6.01 million mobile connections, less than half of which (49.69%) were active (more here). Our take is that Videocon is likely to be the second SIM for most multi-SIM users, and providing access to services will improve usage and stickiness for telcos. So, the question is – is Videocon paying BuzzCity or vice versa? Or is there an advertising linked revenue share?