The Hindu gets into SMS mode with short-code 6397

News updates from The Hindu can now be accessed on mobile phones. The numbers to SMS for updates is 6397, and the service will be available in the first phase (beginning March 31, 2006) in Tamil Nadu.

A press release from The Hindu quoting a spokesperson said, “We are catering to a generation that is ‘always on’ – a generation that demands news and information faster than the one that preceded it. Mass television and fast-growing Internet use have made a tremendous difference to the way readers, especially young readers, approach or do not approach daily newspapers and magazines.”

The spokesperson also acknowledged in the statement the important role played by the mobile phones in everyday life. He added, “The new service is in line with our tradition to reinvent ourselves in various formats as technology advances.”

IMImobile, a Hyderabad-based next generation value added services (VAS) enabler, offering mobile value-added services to major Indian telecom companies, will provide backend support and manage the short-code. IMImobile has put in place a content management system (CMS) that will provide content services. The company is equipped to partner and deliver applications anywhere in the world.

A R Vishwanath, Chairman and CEO, IMImobile, said, “The Hindu is not just a newspaper. It is a tradition of good writing with newer, fresher ideas, wonderful design, topical features, and reliable news delivery. To partner this magnificent media house is a dream for anyone and we are pleased to be associated with its mobile version.”

The SMS service will allow users to obtain news, sports, entertainment, poll updates, and contests on the mobile phone virtually round-the-clock (news updates would be between 6 am and midnight).