UTV New Media launches music video channel

UTV New Media Ltd, the digital arm of UTV, has announced the launch of India's first exclusive music video channel on mobile television.

Branded as UTV@play, the channel will enable subscribers to access videos and music with the click of a button.

A press release issued by the company said the channel would offer a vast catalogue of music videos from Bollywood as well as in different languages.

It also has a collection of international songs from artistes such as Bryan Adams, Akon, Pussycat Dolls and Metallica, it said.

According to the release, UTV@Play is available on Idea, Vodafone, BSNL and MTNL. The users can access it in two ways. They can send a simple SMS. In response to the message, the Wireless Application Protocol (WAP) link is sent to the user, to download the application. They can also directly download the app from the operators’ WAP portals.

The release said research had shown that music is the highest consumed content on mobile telephones, but this area had remained unaddressed till now in the mobile TV space.

"While other players are merely offering a replica of programming on some other medium, UTV@Play has entered this area with content specially available to be consumed on Mobile and maximum compatibility to ensure that the need gap is filled," the release said.

It said the total mobile subscriber base in India, across all operators, is 36.5 crores, as per February figures. Of this number, the total active subscriber base is a mere 1,00,000 across all channels and operators (as on November 14, 2008).

"These are users who have compatible handsets and have subscribed to mobile TV. This shows that there is tremendous potential for Mobile TV in India, and with 3G coming into the Indian market, there is just no looking back," the company said.

The mobile TV channel will initially provide music videos in Hindi, English, Punjabi, Tamil, Telugu, Kannada, Bhojpuri and Marathi. Later, music videos in Malayalam, Bengali and Gujarati would be added in the second phase.

This facility is now available to the users at a subscription of Rs. 10 per day or at Rs. 30 for the entire month.

"UTV New media is in constant endeavor for innovation and offers youth of the country with the best content in the digital space. We are extremely pleased to launch music video channel on UTV@play which is India’s first full music video channel giving the subscriber an absolute TV viewing experience on the mobile handset. We are sure that the youth will accept with utmost zeal and enthusiasm," Mr T N Prabhu, CEO, UTV New Media Ltd, said.


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