Update: A Hungama spokesperson informs us that they intend to launch the following content on voice in the next one or two months:
– Jhalak Dikla Ja (TV Show)
– Audio Cinema (abridged movies)
– Cricket Podcasts by Ayaz Memon
– Comics on voice
Additionally, Astrological and Vastu updates and Love guru (expert advice) are already live.
Earlier: Hungama Mobile has partnered with STAR World to offer Koffee with Karan on audio on the mobile; Koffee With Karan is a popular talk show featuring Bollywood celebrities. Archived episodes of Koffee With Karan Season 3 are available on IVR with Reliance (on both GSM & CDMA), Vodafone & Tata Indicom. The service is priced at Rs. 3 per minute, and users have to dial 5464646 to access the content. A Hungama spokesperson confirmed to MediaNama that they don’t have the rights for video for the show yet.
Why Not A Mobile Simulcast?
The deployment of this audio content is rather interesting – TV shows, especially talk shows, would probably be a lot easier to work with on the mobile than full movies (i.e. the mobile Audio Cinema concept), and the freshness of the content can drive consumption. Like I’ve mentioned before, STAR India had found TV viewers in the state of Uttar Pradesh willing to pay Rs. 6 per minute to listen to audio summaries of Kyunki Saas Bhi Kabhi Bahu Thi after the show ended, because of power cuts in the evening. I’m sure, given how stretched some of the TV soaps usually are, they can be converted into 10 minutes of audio content with narration, and made available on mobile. Why wait for 3G to become ubiquitous?
Also, why hasn’t anyone experimented yet with mobile simulcasts of content? If there are willing buyers, some content – talk shows and singing competitions – might easily to simulcast on the mobile, with additional commentary. For example, with commentary, you can livestream the finals of an Indian Idol competition.