In a move different from its entertainment avatar, Hungama Digital Media has partnered with the computer education & learning solution provider Aptech to launch its mEducation offerings. Interestingly, we had reported about the tie-up in December 2010, when Neeraj Roy, MD and CEO of Hungama had stated that Hungama was looking at areas beyond entertainment and had tied up with Aptech to offer educational content, although he had declined to comment on the type of content they’re looking to do.
Under this partnership, Aptech will create specialized courses across various subjects while Hungama will distribute this content over various digital channels including the mobile, Internet and DTH platform, across 90 connected devices. The company stated that it intends to update the content on a regular basis and that the service will be available at affordable price levels, although there was no specific information on the pricing or the content format.
Over the past few years, Hungama has licensed a fairly substantial amount of its entertainment content in India, through deals with T-Series, BIG Music, UTV, Yash Raj Films and Eros Entertainment and it is quite possible that the company leverages the same distribution arrangements to offer its education content. We had also previously noted that while the entertainment content might be key to revenues, people might be more willing to pay for utility content.
Other Similar Services: In October 2010, Airtel had partnered with LearnNext to offer Interactive CBSE coaching content service for its Broadband subscribers. Priced at Rs 99/month, or Rs 199/quarter, the service offered animations and audio-visual content for the entire course, examples and experiments, solved NCERT exercises, and over 250 lessons explained with audio-visual content in Maths and Science for a specific class (Class VI to Class X). Last month, it had also launched an interactive test preparation service on TV called iExam, which offered coaching modules, mock and practice tests to students preparing for competitive exams like AIEEE, IIT and various state level entrance exams through various packages starting at Rs 49 per week.
Education service provider Edserv had partnered with VoiceTap and Tata Docomo to launch Tutor on Mobile on Tata Docomo network which offered IITJEE and AIEEE test preparation material at Rs 30 per month and each video priced between Rs 5 – Rs 10. Following this, Edserv had partnered with Aircel to deploy its mobile education app HumThum on the network.