Hungama Digital Media bullish on mobile medium; eyes 20-25 pc growth

Neeraj Roy, who was in New Delhi for the launch of Tata Sky Actve Games, spoke to exchange4media on the aspects on which the digital entity is looking to offer its services to clients and how online celebrity management is shaping up in India.

e4m by Preeti Hoon
Updated: Oct 7, 2010 8:16 AM
Hungama Digital Media bullish on mobile medium; eyes 20-25 pc growth

Hungama Digital Media, which recently got associated with Tata Sky to provide Actve Games service, is looking to strengthen its presence in the mobile communication space.

Discussing upcoming events and plans in the pipeline, Neeraj Roy, CEO and MD, Hungama Digital Media, told exchange4media, “We had launched voice-based services almost six weeks back, and since last two months we are offering services through Aircel and Tata Docomo. We now look to extend our services to Videocon and Reliance too.”

Adding further, Roy, who was in New Delhi for the launch of Tata Sky Actve Games, divulged the aspects on which the digital entity is looking to offer its services to various clients. He said, “We will be setting up the Jukebox service with the help of voice based platforms. Users will be able to dial in, subscribe and download songs. The USP of this service will be the inclusion of ‘social music’ aspect, wherein the subscriber can publish the song to his social networking sites by pressing hash.”

Roy further said that the company was also looking to create mobile based platform with Vodafone.

Commenting on the partnership with Tata Sky, he said, “The concept of gaming has caught up well in India and is gaining rapid pace. The worldwide gaming market is expected to reach $42 billion by 2010, growing at a CAGR of nearly 18 per cent over 2006-10. At Hungama Game Studio, we have created a bouquet of games that are engaging and addictive for the average gaming enthusiast. Since the launch, the Actve Games pack has been getting overwhelming response and with the availability of fresh content every week we at Hungama Game Studio hope to provide them with the ultimate gaming experience in the comfort of their own home.”

The service aim at providing a total of over 50 different games, which will be available throughout the year on Tata Sky Actve Platform, with at least six of them for the subscribers to enjoy daily. The games developed by Hungama Game Studio cater to all ages and are intelligent engagement.

On the other hand, Hungama Digital Media and Bollywood star Bipasha Basu had recently entered into a partnership to extend the actor’s brand, BB Loveurself, into digital space, which will span across multiple access points covering mobile and the Internet.

When asked how big the online celebrity management industry was, Roy replied, “It is much smaller than it is made out to be. When you are in the digital medium, the tools available have the ability to make the celebrity a media in itself. They have a fan following by default and all we need to do is to communicate and disseminate information.”

“There is an ecosystem that needs to be managed. We usually promote the uniqueness around the celebrity which is his or her USP. For example, in case of Bipasha Basu, it is fitness, so we primarily create content around that particular topic. The scope is limitless and I certainly feel this industry can grow and become a revenue stream in the future.”

On the company’s growth rate, Roy informed, “As a company, we are looking at 20-25 per cent y-o-y growth rate. We would certainly grow with the telecom industry.”

Not so long ago the company had also partnered with Vdopia, the online and mobile video monetisation player, to take charge of video advertising on Dailymotion India IP exclusively for their videos.

Hungama is an aggregator, developer, publisher and distributor of Bollywood and South-Asian entertainment content and serves content to consumers in 42 countries across mobile, Internet, IPTV services and has more than 147 partners across the world.

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