NEW DELHI, INDIA: Multi-Screen Media Pvt. Ltd, (formerly SET India Pvt Ltd) has announced a strategic partnership with Apalya Technologies, a provider of mobile TV services in India, to offer content from its general entertainment channels on the mobile platform.

This is the first time Sony has entered into a tie up to enable prime-time viewing on the Mobile, said a press release.

With the roll-out of 3G services, streaming on the mobile platform will become faster and more convenient, allowing viewers to experience quality mobile TV experience. SET & SAB will be available on the Apalya TV platform across all leading mobile networks such as Idea, Vodafone, Airtel, Aircel, BSNL, MTNL, Reliance, Docomo, Tata Indicom, Virgin VFlash, etc, the release added.

Nitesh Kripalani, vice-president, Business Development and Digital/Syndication at Sony Entertainment Network, said, “We at Sony understand that today’s viewers are busy and always on the move. They need a medium which will allow them to watch our shows even when they are on-the-go. We have seen a huge response online for Kaun Bangea Crorepati and Jhalak Dikhla Ja, and are constantly striving to engage our viewers across multiple new media platforms.”

He added that the partnering with Apalya for SET and SAB has given them an innovative way to leverage technology to not only reach out to their existing viewers, but also gives them the platform to cater to a larger mobile audience.

Vamshi Reddy, founder and CEO, Apalya Technologies, said, “We are delighted to partner with Sony, a leader in general entertainment in India. The enjoyable and refined shows on both SET and SAB TV are aligned with Apalya’s mission to bring rich, classy and differentiated TV content to mobile users across India. With its content going live on Apalya, I am sure Sony will see unparalleled growth in the country.” 

With this partnership, any consumer with a GPRS connection can download the mobile TV application of his/her operator from the mobile-enabled WAP sites of their respective service providers and watch Sony Entertainment Television and SAB TV on their mobile phones, the release added.