Updated with screenshots and link to application.
Viacom18 Media, the joint venture between Viacom and Network18 that oversees MTV India, Colors, VH1 India, Nickelodeon and Studio 18, has tied up with mobile VAS firm Zenga Entertainment to launch a mobile TV application for its Hindi general entertainment TV channel Colours.
Ali Hussein, Director, Digital Media, Viacom18, told Medianama the company is currently working on a Beta for the Mobile TV application which will be launched on Monday. “The application can be downloaded on handsets. Users would be able to start streaming Colours completely on 210 handsets starting Monday,” he said. This will be extended to 600 handsets and the application’s access, user interface and content will be enhanced soon, he added in a follow up.
The App: Live TV Delayed By 2 Hrs; Audio, Polls and Contests Soon
It can be downloaded from M.colorstv.in. Interestingly, www.M.colorstv.in redirects to MTV – why not Colorstv.in? The application is free and light at 198 Kb, named ZengaTV. You would have to register and login to use the application. The registration process is burdened by an unnecessary email confirmation, which could be a put off due to sluggish GPRS speeds. Since the registration requires your mobile number, is the email id really necessary?
Under the videos section, there is Live TV, On Demand and Interactive Live TV, of which only Live TV is active. The Live TV videos are delayed by 2 hours. On demand and interactive sections have no content available as yet. It will offer audios, contests, polling and downloads too in the future.
MTV App Next, Content
An app for MTV will follow this launch. Content streamed on Mobile TV will include what’s on TV as well as the past catalog of shows that are no longer being aired such as MTV Bakra and the original Love Line and Style Awards. “Other content that will be available on mobile TV will be uncut and uncensored videos that do not feature on TV shows. For example, Splitsvilla season 1 had a mud fight. This could be interesting content for mobiles, bits and pieces of selected content. This would be streamed across handsets, across operators,” he said.
YouTube On Mobile Not A Threat
Hussein wrote, “YouTube on mobile or online should not be a threat, if licensing norms are reformed to protect the content owners, YouTube on mobile could exist as a great product with tremendous opportunity for the advertiser fraternity and commercial opportunity for content owners.” Hussein said the larger strategy for Mobile TV would be on how to get advertisers on board to be part of the engagement on television anywhere, anytime.
Little is known about Zenga, which had recently licensed mobile streaming rights for the Indian Premier League T20, and streamed it on mobiles over its application Zenga TV. According to its website, Zenga has partnered with Aaj Tak, India Today group and the Naukri group, as well as ActiveMedia Technologies for CrickZenga, a live scoreboard of the matches.
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