MUMBAI: New Delhi Television Limited (NDTV) is launching the first full service, user-aware mobile channel – NDTV Active in collaboration with July Systems, the provider of mobile solutions for media, entertainment, and sports brands.
This initiative will enable NDTV to leverage its extensive programming assets to provide users anytime anywhere access to personalized services, content, and promotions on their mobile phones.
‘NDTV Active’ is expected to launch in the coming weeks and will be available to subscribers of most major Indian mobile operators.
Featuring first-of-its-kind personalized sports, business and entertainment news, ‘real-time’ video updates, photo galleries, personalized alerts, cricket scores, interactive services like polls, comments, sharing with friends, content downloads and much more. NDTV Active will offer users a personalized, interactive and completely customizable multimedia mobile experience that goes far beyond the simple wallpaper, ringtone and content downloads that most portals offer today.
NDTV Convergence CEO Sanjay Trehan said, “The NDTV Active mobile channel will give users a great new way to interact with the NDTV brand and stay in touch with the latest news, information and favorite shows anytime and anywhere. We selected July to power this initiative as their solution allowed us to offer a truly “full service mobile channel” with user personalization, real-time updates, interactivity and an integrated brand experience to our users by extending our relationship with the consumer from our TV and online properties to mobile.”
July Systems co-founder and president Rajesh TS Reddy added, “July is pleased to partner with NDTV to deploy their active mobile channel. The NDTV Active mobile channel will leverage July’s SmartMedia Solution which has already been adopted by some of the leading media, entertainment and sports companies worldwide. Using innovative mobile 2.0 features like personalized services, real-time video, multimedia alerts, interactivity, sharing, tagging and on-device agents this would set a new benchmark for the way media and entertainment brands should extend their presence to mobile.”
With a base of over 200 million mobile subscribers and over five million new subscribers added every month, India is one of the world’s fastest growing and potentially lucrative wireless markets. Data service usage, driven by the strong and steadily growing subscriber base, is expected to show continued brisk growth, opening up a new channel for Indian media, entertainment, sports, and content brands to reach their consumers.