UTV launches mobile music

Rose Major

India’s first mobile music video “channel” has been launched by UTV New Media, offering a catalogue of Indian and international music videos to subscribers of four Indian mobile telcos.

UTV New Media’s UTV@play is accessible by consumers with mobile accounts with Vodafone, BSNL, MTNL and Idea. Users download the application to access the content from a WAP (wireless application protocol) portal.

The mobile channel is an extension of internet portal UTV@play. Music videos will be streamed to users handsets.

A statement from UTV New Media said: “Research proves that music is the highest consumed content on the mobile. This area however remains unaddressed till now in the [Indian] mobile TV space. While other players are merely offering a replica of programming on some other medium, UTV@Play has entered this area with content specially available to be consumed on Mobile and maximum compatibility to ensure that the need gap is filled.”

The new service costs Rs10 per day or Rs30 per month. UTV already offers a mobile service of its Bindass channel.