DTH Service provider Dish TV and Indiatimes 58888 have partnered to offer previews of the latter's VAS services on DTH, though a service called Mobile Active. The cross-media integration allows users to preview and download ringtones, wallpapers and text alerts to their mobile from their television sets. In the past, Tata Sky had partnered with Hungama for a similar service. Indiatimes also powers shopping on Airtel DTH. Matrimonial portals and job sites have also tied up with various DTH companies. But does it really work? For VAS companies like Indiatimes 58888 and Hungama, this is a means of reaching out to a consumer base for content sale - in a way, another display window for their content, other than the telecom operator deck, or their WAP site. However, I really wonder if this works for a consumer. When I switch…
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