Bollywood content aggregation company Shemaroo has tied up with mobile video platform 123On to offer content on their mobile application. As per the partnership, Shemaroo will be offering its video catalogue of Bollywood songs, devotional content and regional videos for download on 123on’s mobile app

123on’s application is available on the Google Play store and the app allows users to download any video and set them as a video ringtone or video wallpaper. The app also has an instant push feature which allows users to select a video they are watching and push the same on their phones when they call. It’s supposed to help in pranks between friends. Note some of the have to be bought as the in-app purchases.

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Shemaroo’s other deals

-Earlier this month Shemaroo entered into an agreement with net mobile AG to distribute content from Playboy Enterprises Inc in south Asian countries which include India, Nepal, Bhutan, Sri Lanka, Pakistan and Bangladesh. Shemaroo says that it has handpicked Playboy’s lifestlye and glamourous content that adheres to the Indian regulatory framework.

– Earlier in November 2014, Shemaroo signed a deal with digital distribution company The Orchard to market its music catalogue in the Middle East and North Africa regions.

-In September 2014, Shemaroo also came out with its IPO and sought to raise Rs 120 crore by selling 7.7 million shares of the company. Shemaroo’s IPO closed with bids at 5 times the number of shares offered for purchase.

-According to Shemaroo’s red herring prospectus, the company has a content library of more than 2,900 titles. This includes 759 titles over which it has complete ownership rights (of which 355 are Hindi films, 364 are regional films and 40 are “special interest content” like devotional and kids content) and 2,159 titles over which it has Aggregation Rights, of which 1289 are Hindi films, 728 are regional films and 142 are special interest titles.

-Shemaroo has tied up as an official channel partner on YouTube and is currently managing 32 channels on the service. This includes Shemaroo Movies, Shemaroo Entertainment and Filmi Gaane among others. Besides this, it has agreements with video on demand services like Daily Motion, Yahoo India and Spuul among others.