MUMBAI: Geodesic Information Systems and Idea Cellular have come together to launch mobile internet radio service – Idea Radio.

Idea Radio is built on Geodesic’s award-winning Mundu Radio technology. This technology, designed and optimized for mobile operations, enables Idea’s 20 million subscribers to seamlessly tune into a range of exciting entertainment channels, 24 hours a day, without the need to carry a separate device, or to be within the limited range of FM radio stations.

Idea Radio completely rewrites the mobile entertainment landscape in India, by plugging the gaps in offerings currently available elsewhere on FM radio or other mobile offerings such as IVR based radio. Instead of being limited to a small, repetitive set-list of popular songs, Idea subscribers will be able to tune into radio stations streaming 24×7, and listen to music in a wider variety of genres.

The genres include Bollywood, Dance, Indi-pop and Love songs, and also niche genres including devotional music, music from the 80s and 90s, regional music such as Punjabi and Bhojpuri, and western genres such as Pop, Rock, Hip-hop, Jazz and much more.

Idea subscribers can access the service through their GPRS enabled mobile handsets. An activated, internet enabled GPRS connection is bundled with the Idea Radio subscription. A one day free trial is available to allow subscribers to experience this first-of-its-kind offering. To avail of the offer, they have to SMS IRADIO to 55456. Several flexible subscription options are available, including Rs 149 per month or Rs 10 per day.

Geodesic managing director Kiran Kulkarni said, “Mobile devices are the preferred mode of entertainment today, and the Idea Radio implementation is representative of Geodesic’s stated strategy to provide innovative, revenue-enhancing mobile solutions to service providers. We are proud to have our Mundu Radio technology provide a competitive edge to Idea.”