A new partnership has been announced between Indian mobile media developer July Systems and the marcoms giant Omnicom Media Group MENA to enable Middle East broadcasters, publishers and advertisers to create and make money from their content on mobile internet platforms.

Mobile internet is set to soar in the Gulf Cooperation Council countries of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE - which currently register 93% mobile penetration. Monthly regional mobile ad impressions are projected to reach one billion in 2011, the companies say, with mobile growth rates set to outstrip those seen in the overall digital market in the next five years.

Launching the new venture at the 4Mobility forum in Dubai Media City, Elie Khouri, CEO of Omnicom Media Group MENA said: "We always felt that the mobile opportunity was just waiting to happen. We therefore decided to act and create the platform through which content, brands and consumers can mobilize in the mobile space.

"Partnering with July Systems will ensure the offering is world class. On the one hand, media owners will be able to deploy bespoke mobile strategies and create, manage and monetize content efficiently. On the other, we will have access to mobile content that audiences will seek and engage with, giving brands access to a new and highly effective channel though which they will be able to communicate with their target consumers," he added.

July Systems already develops cross-platform mobile content applications for broadcasters such as ESPN, CBS, NBA, Turner Broadcasting, Disney, HT Media and Network 18 through its cloud based Mi Platform. The Indian company has already attracted two rounds of investment from Intel Capital to support its development and growth.

Speaking about its new Middle East venture, Prem Bhatia, president, July Systems, said: "We are fortunate to count the world's largest media brands as our partners, having helped them build large and scalable mobile businesses over the last decade. In Omnicom Media Group MENA, we have found the perfect partner for this region and together we will take media owners, brands, enterprises and consumers to a new level, through the next generation of rich mobile services."