MUMBAI: Mobile Magic, the Indian chain of mobile phone boutiques has launched Media Magic, the first company in the world to offer an aggregation and retail platform for legal, rich content for the mobile user like games, applications, movies and music in an offline format.

Media Magic as a company will revolutionize the selling and buying process of legal content for the mobile user in the country with this offline channel. The primary focus of the company will be on the distribution model through retail outlets since India has very low broadband penetration. The company has set a target of having over 10,000 retail outlets in place which will be serviced by the distributors across the country.

Media Magic CEO Vijay Singh informed, “For the first time the consumers will get DVD quality experience for movies of all languages with all legal content and software which will ensure many benefits like extended battery life, no hanging and no viruses etc. We have acquired the license to distribute over 500 movies including regional titles in all languages in addition to Bollywood movies, as well as over 5000 songs and huge numbers of wall papers and games which would be constantly expanded.”

“The company shall constantly keep adding fresh content so that the consumers and the retailers always have something new and exciting to look forward to. With the Indian movie industry including Bollywood producing more than 1000 movies a year (the highest in the world), one will never run out of content,” added Singh.

The digital music industry is already bigger than the physical sales, and with more than 50 percent of India below the age of 25, music and gaming are some of the most vibrant consumer offerings in the digital space.

Each retailer will have access to a unique password using which they would be able to download content on client’s handset from the company’s server through their PCs. The customized software developed by Media Magic is handset specific to ensure that the content is optimized for the customer handset as all handsets models have different screen sizes and specifications. The software will also manage the retailers account in real time and will work quite like the prepaid card system which the retailer can use to top up his account as and when required.

Hungama Mobile has an exclusive tie up with Media Magic to distribute Hungama’s rich content through their retail platform.