UTV New Media’s ‘Audio Cinema’ creates a sensation- lkw

~ Acquires over 1.3 million subscribers within eight months of its launch ~ ~ Sholay, Hum are the favourite movies amongst the UP audiences ~
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Indore - Madhya Pradesh - India

Feb. 26, 2010 - PRLog -- Lucknow, February, 10: UTV New Media Ltd. announced that they have witnessed an unprecedented growth with their first of its kind movie-on-your-phone service, Audio Cinema, with the overall number already clocking over 1.3 million subscribers in just 8 months of launch. Uttar Pradesh is a key market and in the month of January alone, has garnered around six lakh subscribers across operators making this service a phenomenal success in this region.  

Top 5 movies in Lucknow
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Audio Cinema is a service which offers movie enthusiasts, an abridged audio version of their favourite movies with dialogues, peppered with narration, along with the gist of the story. At affordable per-minute prices depending on the operator, the service can be availed by mobile phone and landline users by dialing in to 505999555.

Amongst the Uttar Pradesh audiences, the popular Audio Cinema movies’ list includes blockbusters such as Sholay, Hum, Tezaab, Ramayana via capsule based releases (Hindi). Audio Cinema has movie buffs hooked on to their phones with new movies released after every four days.

IDEA Cellular is one of the leading mobile operators which offer ‘Audio Cinema’ to its large base of subscribers in the region.

Commenting on the success of Audio Cinema on their network, Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular, said, “Unique and attractive value added services help in building deeper connect with mobile consumers. IDEA has always supported innovation and offers a range of Value Added Services designed around Music & Cinema. Considering the immense potential for movie based content in this country, we partnered with UTV to offer ‘Audio Cinema’ on our network. IDEA subscribers have shown keen interest in the product, and I am confident that the off-take of this service will continue to grow, especially in the Hindi dominated markets”.

Talking about the scope of Audio Cinema in Uttar Pradesh, Mr. Manish Agarwal, Chief Executive Officer, UTV New Media said, “India is a Bollywood crazy nation and with the mobile penetration in India witnessing a constantly rise – Audio Cinema is a perfect product to  blend both these factors, opening up yet another entertainment avenue for our audiences. Such is the potential of this service, that we have the large telecom players claiming that Audio Cinema the next big thing on mobile after Caller Ring Back Tones (CRBTs). We are happy to partner with IDEA to make this service available for its subscribers in the region.”

“There is huge demand and market for this product in the Uttar Pradesh, especially in Lucknow. Releasing movies in this market has yielded amazing results, with movies like Sholay, Hum, Tezaab proving to be undefeated blockbusters amongst the users. With this service, we have successfully managed to reach out to all the movie crazy but busy buffs with their favourite movies, on the go” he added

Audio Cinema is available through various service providers including IDEA, Airtel and Reliance. As few of the innovative features associated with this initiative, users can fast forward, rewind the movie and also go back to the menu for the films listing. Listeners can choose their

preference from a long list of film titles, coupled with their preferred language option, anytime, anywhere.

About UTV New Media
UTV New Media Ltd., the digital arm of UTV, which officially came into fold since May 2008, addresses digital space in domains such as business, finance, entertainment (TV, films, music), gadgets and technology. The Company has put together capabilities to deliver content for user specific device. Youth have always been the primary target group of the Company and this focus is reiterated by the Company’s focus on two devices that command most attention of the youth - the computer and the handset
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