Hungama Digital Media wins 'Mobile First Innovation' award

Hungama Digital Media, a Mumbai-based mobile and digital entertainment company, has won the ‘Mobile First Innovation’ award at the Meffys Awards.

The awards are organised by the Mobile Entertainment Forum (MEF), a global trade association founded in the year 2000, and represented by companies related to the mobile entertainment value chain. It is headquartered in London.

Hungama Digital Media claims that it is the first Indian company to have won an award in the ‘Mobile First Innovation’ category. The company has bagged the award, as it enabled the delivery of mobile content directly TV sets to mobile phones, instead of a mobile site or an internet portal.

In February 2009, Hungama Digital Media tied up with Tata Sky to make available its mobile content pieces — ringtones, wallpapers, videos, themes, applications and games — on the Active Mall service, Tata Sky’s interactive shopping channel. Mobile phone users can select the mobile content that they want to consume or download and place a request for it, by sending an SMS to the short-code, 56633.

The mobile content is priced between Rs 7 to 50. The amount gets deducted the prepaid account of the Tata Sky subscriber, as soon as the requested content gets delivered on the mobile phone. The revenue earned the sale of mobile content is shared between Hungama Digital Media and Tata Sky.

The digital media company offers 70 unique mobile content pieces every week; and it claims that it receives 3,000-5,000 mobile content requests on a daily basis.

In an official communiqué, Neeraj Roy, MD and CEO, Hungama Digital Media, said, “The Meffys Awards are the benchmark for measuring success and rewarding innovation in the mobile entertainment industry. In the age of convergence, Tata Sky and Hungama have taken the lead and integrated DTH and mobile platforms, to provide consumers a wider variety of entertainment content on their fingertips.” Roy is also the chairman of the Asia chapter of MEF.

In 2007, the company had bagged Meffys in the Best Marketing Campaign in Mobile Entertainment category for its Vodafone campaign.

Source: Bombay Adclub

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