3GSM WORLD CONGRESS – BARCELONA. Bollywood productions will be made available to mobile phone TV viewers. The Congress marks the start of the adaptation of thousands of vibrant Bollywood productions for the mobile screen.
The Bollywood Mobile Initiative is driven by Roamware, a company specialised in roaming and mobile connectivity solutions; Hungama Mobile, an aggregator, developer and publisher of Indian entertainment and Bollywood content; Sanjay Gupta, a leading Bollywood director; and the GSM Association (GSMA), the global trade association for mobile operators.
Two Bollywood short films “Zahir“ & “Matriomony” were premiered in Barcelona. These films are a part of the feature film ‘Dus Kahaniyaan’ (10 Stories) produced by Sanjay Gupta of White Feather Films. The films demonstrate the viral potential for Bollywood movies on the ‘fourth screen’ – the mobile device.
“India is the fastest growing market in the mobile world, and the world’s fourth largest market. It has the potential to be the largest market globally by 2010. It is the most logical market from which to launch the mobile movie industry and present a brand new avenue of cinematic entertainment for mobile users everywhere. Hungama Mobile has already launched a Bollywood channel directly on operator decks around the world in nearly 30 countries, with over 70 operators. This channel contains music, imagery, video and games from Bollywood. Showcasing Bollywood movies on mobile is a natural extension both as a tremendous new marketing opportunity as also revenue for all the stakeholders,” said Neeraj Roy, Managing Director & CEO, Hungama Mobile.