Well, this is unprecedented: within around seven days of acquiring global SMS, MMS and IVR rights related to the Indian Premier League, vRock Mobile has managed to license non-exclusive content rights to multiple VAS companies and ink deals with all the telecom operators. This is quite unlike previous years, wherein one VAS company has cornered one set of rights, and then tried to enforce them, often unsuccessfully. The deals: -- PhoneyTunes as a technology enablement partner on SMS and MMS -- One97 Communications is a partner on the Voice Platform, with a contest at Rs. 10 per voice pulse, which will be promoted on a TV Ticker during games. They can also run SMS, MMS and IVR services. -- Indiatimes 58888: for live mobile commentary, SMS alerts, IVR and MMS. Indiatimes has also planned contests. No ticker on TV. They're also in discussions with Mobile VAS startup MCarbon for USSD based services. More interestingly, they're in talks to acquire a stake in PhoneyTunes, among others, vRock CEO Jatin Ahluwalia confirmed to MediaNama. In the past, there have been issues regarding live scores and 'Hot News' being delivered via Mobile, and a case is pending in the Madras High court. These developments clearly set a precedent regarding copyrights. At the core of vRock's deals is unprecedented support from the BCCI and the IPL, who have written to telecom operators, content broadcasters, content aggregators and mobile VAS companies, asking them not to infringe BCCI-IPL's, Global Cricket Ventures' and vRock's rights by either copying content from exclusive platforms.…
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