Now, Star TV content on Sony Ericsson phones

Sony Ericsson users in India will now be able to dial for entertainment services, watch recorded TV clips, and download a range of rich content on their handsets.

The handset manufacturer has tied up with Star Television's mobile interactive division 'Plus' to pre-install its portal on its phones. Sudhin Mathur, general manager, Sony Ericsson (India), told Business Standard, "Plus, the new mobile portal by Star, will be pre-loaded on Sony Ericsson's mobile phones, like the Walkman and Cybershot series." Subscribers with GPRS and WAP (for internet) connectivity will be able to download music and video files and watch Star's content on their mobiles. Existing users of Sony Ericsson phones can download content with an SMS.

Plus plans to start with Star TV, Star Plus, Channel V, Star One and Star Vijay.

Viren Popli, senior vice president, Star Mobile Entertainment, said, "We will allow users to download Star's popular serials and associated content such as wallpapers and ringtones too." Popli does not rule out the possibility of bringing in third party channels to provide content on the Plus portal. According to Star TV executives the service already has 40,000 users in three months since its launch. Users will have access to over 200 videos of TV, music and Bollywood news, sports scores and updates, as well as music downloads and Yellow Pages and lifestyle product information.

While he was reluctant to discuss details on the revenue sharing between the collaborators, Popli said, "The service will come with Rs 30 a month subscription charge and will allow a few free downloads. We will also offer exclusive paid downloads on the Sony Ericsson handsets and similar entertainment content at an extra download fee."

There's more. Like a TV programme guide, mobile banking service for HDFC customers, mobile travel and ticketing with Makemytrip and Travelguru, and even astrology.

The mobile application also allows users to view the synopsis of daily soaps and entertainment shows on leading channels of the Star India network.

Earlier this year, Doordarshan launched a mobile TV service for eight channels that were made available by Nokia on its N-series phones.

Nokia estimates suggest that about 20 per cent of active mobile phone users are very interested in acquiring mobile TV service, which would augment Nokia's penetration in India.