Hungama Digital Media is now looking beyond entertainment; with Indian telecom operators now launching 3G services in the country, Hungama has tied up with Aptech to offer educational content, Neeraj Roy, MD and CEO of Hungama told MediaNama at the sidelines of the IAMAI Digital Summit. Roy declined to comment on the type of content they’re looking to do, saying that it’s too early to give any details. Aptech, alongwith NIIT, is among India’s leading providers of computer education. Some industry execs we spoke to at the conference said that Hungama has also been on the lookout for video content related to education. Not unexpected.
Hungama has licensed a fairly substantial portion of the entertainment content in India, not just through a deal with T-Series, but also additional deals with BIG Music, UTV, Yash Raj Films and Eros Entertainment. This gives Hungama the leverage to sign distribution deals with telecom operators in the country, for whom Caller Ringback Tones is a key revenue stream. Hungama appears to be now be leveraging the same distribution arrangements to offer education content. Our take is that this is an excellent move from Hungama – entertainment might be key, but people might more willing to pay for utility content, and apart from Nokia Life Tools suite of content and Reuters Market Light, there is really very little utility content available.