Hungama Digital Media Entertainment has tied up with the mobile social and video application provider, Vringo, and telecom operator, Tata Docomo to launch a video ringtone service for Tata Docomo GSM subscribers in India at

Video Ringtones: The portal currently offers video ringtones across various categories like devotional, bollywood, advertisements, movie trailers, video games, fun videos, fashion and style, sports and greetings. Users can browse through the existing video ringtone catalog to choose their preferred video ringtone or make use of the search box to search for any specific video ringtone. The service is available on an auto-renewal basis and users will be charged at Rs 1/day which includes access to the video ringtones library.

How To Subscribe? Users can sign up for the service at by entering their Tata Docomo-based mobile number, following which they will receive the password in the form of a text message on their phone. Users can type in this password on the portal to activate the account and access the video ringtone catalog. One can then click on “Get It” to receive an SMS with the video ringtone link, allowing users to download the clip and set it as the video ringtone. Users can later make use of ‘My collection’ option to view the video ringtones they had previously viewed and re-download any video ringtone to their phones.

Hungama Business Angle: Hungama powers the video content in these video ringtones through its Bollywood and South-Asian entertainment content catalog, on a revenue share basis with Vringo. Interestingly, Hungama also distributes the Vringo service in India. The company states that they intend to extend this technology across all service providers in the country in the future.

Last month, Tata Docomo had partnered with Exent to launch an all-you-can-eat mobile game subscription service called ‘Let’s Play’. The service, powered by Exent’s GameTanium mobile service, offered 30 premium games like Fruit Ninja, Plants vs. Zombies, Baseball Superstars and many more, for a monthly subscription fee of Rs 99. Prior to that, it had launched a location-based advertising service called ‘Offers Near Me’, which allowed GSM customers of Tata Docomo to receive deals, offers and discount coupons from retailers span across FMCG brands, apparel companies, malls, restaurants, cinemas, coffee shops, auto dealers, and many more, depending on the user’s current location and offers from individual retailers.