Mumbai: The next time you’re looking for some drama on-the-move to while away the time, all you have to do is punch in a few numbers on your mobile if you’re an Aircel customer to listen to Kriminal Kaun.
The mobile service provider, which has a subscriber base of 36 million users, has launched what it says is India’s first interactive, detective mobile series. The so-called ‘audio-sodes,’ have been developed in partnership with New Media, a division of Balaji Telefilms Ltd. Callers pay Rs30 per month as subscription and then a 10 paise per minute charge.
The audio-sodes are available in Hindi and Tamil. With call rates plummeting amid a savage tariff war, mobile service providers are looking for value added services (VAS) to offer customers.
According to Neeraj Roy, managing director and chief executive officer, Hungama Mobile, the $1.7 bn VAS business in India is likely to grow $5bn over the next three years with the introduction of 3G, allowing consumers to access much more rich media and content on their mobile phones.
“Considering the busy lifestyles of Indian consumers, we decided to offer entertainment on the move. With these ’audiosodes’, mobile entertainment will no longer be restricted to gaming and music. We look forward to creating more such creative content,” said Puneet Kinra, group chief executive officer, Balaji Telefilms.
Last year, mobile service provider Vodafone launched a service that enabled consumers to access stories from Amar Chitra Katha on their mobiles. The service was launched in association with ACK Media, allowing subscribers to listen in to folk stories from ’The Karadi Tales’, audio dramas from ’Charkha’ and musical tales from ‘Under the Banyan Tree’ among others.