Bollywood Goes Mobile on GSM Phones

Hungama Mobile and global roaming solutions provider, Roamware have announced their ‘Mobile Bollywood Initiative’, in conjunction with GSM Association (GSMA), the global trade association representing 700 GSM mobile phone operators across 217 countries. The objective of the initiative is to create short movies tailored for mobile devices, and taking the Hindi film industry onto mobile devices all over the globe.

GSMA, Hungama Mobile and Roamware have teamed with Bollywood film maker, Sanjay Gupta, to premiere three Bollywood short movies for the mobile medium. These films will be premiered at the GSMA’s 3GSM World Congress in Barcelona, from 12th to 15th February 2007. The Mobile Bollywood Initiative builds on the announcement earlier this month that Roamware has become an exclusive sponsor of the Sundance Film Festival: Global Short Film Project, a joint initiative of the GSM Association and the Sundance Institute.

Neeraj Roy, Managing Director & CEO of Hungama Mobile said, “Hungama Mobile has pioneered the delivery of Bollywood entertainment content to the world and has been instrumental in promoting Bollywood in the wireless world. From providing music, imagery, video and games we are now preparing to introduce full features and this project with Sanjay Gupta is a step in the same direction. Hungama Mobile has worldwide exclusive rights to over 70% of Bollywood content on the mobile and digital platforms and this content comes from the world’s fastest growing mobile market – India and the most vibrant film industry. We believe it offers tremendous promise as a content category for carriers in over 125 countries.”