Updated: UMobile VAS company Handygo has partnered with Sony BMG for exclusive digital rights for 12 films from Bollywood and the South Indian market; the rights acquired cover WAP content (wallpapers, animations, contests), full track downloads and music on demand on WAP
Interactive Voice Response (IVR). However, the deal does not include Caller Ringback Tones or music on demand on IVR, which are believed to constitute a majority of the mobile non-SMS VAS market in India.
Content will be available at http://wap.handygo.com and deployed across Airtel, Reliance, Tata, Aircel and Vodafone. The company says that it is looking to acquire more content in the regional market space, which accounts for 40-50% of mobile music.
The 12 films for which Handygo has acquired content right:
Hindi (4 films): Raajneeti (releasing 4th June); I Hate Luv Storys (10th July); Ayeisha (7th August); Crook (10th September)
Tamil (5 films): Raavan (May); Singam (June); Aadukalam (June); Sindubad (TBC); Kadhal 2 Kalyanam (September);
Telugu (3 films): Puli (June); Raavan (May); Kaleja (TBC)
Note: Updated with clarifications from Handygo. Since rights are only for WAP, it begs the question – why are film rights being sliced so minutely for the mobile medium? We saw what happened with the IPL Digital Rights, and while Voice and SMS subscription services might find takers, we’re quite sceptical about WAP and video rights (including live streaming).