Paramount inks mobile deal with Hungama

MUMBAI: Viacom’s Paramount Digital Entertainment has inked a deal with Hungama Mobile to localize and distribute Paramount branded mobile and interactive content for the Indian market.

Paramount Digital Entertainment is part of Viacom’s Paramount Pictures Corporation.

The agreement makes Paramount’s wireless and interactive content available to more than 200 million Indian subscribers. The primary intent of the agreement between Paramount Pictures and Hungama Mobile is to combine the strengths and experiences of each company to deliver advanced technology-based, interactive and entertaining mobile content.

Services include themed logos, polyphonic ring-tones, animated wallpaper screens, mobile games, video clips, and applications, among others to be based upon Paramount’s catalogue. The two companies will work together to execute synergy promotions in the new media space for previous catalogue titles as well as upcoming Paramount releases.

“With extraordinary growth and more new mobile subscribers than any other country in the world, India presents a great opportunity for our rapidly expanding global business. This is the first time that Hollywood content of such diversity, quality and size will be made available to the Indian consumers. We are looking forward to offering innovative and popular digital entertainment to Indian users,” said Paramount Digital Entertainment vice president, interactive and mobile entertainment, Asia Pacific, Pradeep Mittur.

“Hungama Mobile being the market leader, with a comprehensive distribution network and proven skills in moviebased content was selected as our strategic partner through a vigorous process. The Indian telecom market is the fastest growing market in the world, adding 8.5 million new subscribers each month,” Mittur added.

Hungama Mobile managing director and CEO Neeraj Roy added, “Our success stems from the strength of Hungama Mobile’s digital distribution network and the numerous new applications and services that we successfully execute with all carriers in India and South Asia. Our agreement with Paramount Digital Entertainment is a significant testament to our best-in-class infrastructure, technology, quality, distribution and innovative marketing skills.”

“Having established ourselves as the undisputed leaders in Bollywood content, we are looking forward to leveraging our niche experience in content development and mobile technologies and aim to be the pioneers of Hollywood content for the Indian market,” Roy added.