Bollywood films are coming to mobile phones for the first time, a pair of companies announced at this yearâ€™s 3GSM World Congress in Barcelona, Spain.
Thousands of Bollywood productions will be available to users through an agreement with mobile roaming and solutions company Roamware, and Bollywood content aggregator Hungama Mobile.
We are very excited by Roamware and Hungama Mobilesâ€™ commitment to bring the spectacle of Bollywood to mobile phones - the fourth screen - at the worldâ€™s most important mobile industry gathering, said Craig Ehrlich, Chairman of the GSM Association.
Two Bollywood short films Zahir & Matrimony were premiered at the Congress. These films are produced by Sanjay Gupta of White Feather Films, and are a part of the feature film 'Dus Kahaniyaan' (10 Stories).
Bollywood is one of the fastest growing entertainment industry segments, and with over 140 million mobile phone users in India, the partnership opens up a door to a potentially large market.
Hungama Mobile's content assets and a two year foray in taking Bollywood to the mobile world, coupled with Roamware's global reach, holds huge promise for the mobile market, market researcher, ABI, said in a statement.
The firm notes that the evolution of communications technology - from download speeds and battery life to larger screen sizes and resolutions - means mobile devices are now capable of delivering a compelling, high quality and uniquely personal viewing experience.
Hungamaâ€™s Mobile platform is currently set up in over 30 countries