Your Mobile has a Multiplex – UTV Launches Audio Cinema

How about listening to audio clips of bollywood movies on your mobile? Say, Sholay dialogues on your cell phone?

UTV has launched Audio Cinema service, which will enable subscribers to listen to 60-90 minutes edited movie with a voice over that would narrate the story including famous dialogues in the actors’ voice.

UTV has acquired digital rights for over 300 movies in four languages and plans to release a movie every Friday (starts with Fashion and Sholay, Dalapathi in Tamil, Gang Leader in Telugu and Prem Loka in Kannada).

Powered by OnMobile, the Audio Cinema service will be available across all major telephone operators in India (except Loop) and consumers have to dial 505999555 to avail the service. The pricing will vary with each operator – the average price will hover around Rs 30 per 30 minutes or Rs 6 per minute.- source

Subscription based Entertainment in India

In general, subscription based entertainment content hasn’t seen huge success. Star Mobile Entertainment launched mobile serials (called as mobisodes) and users were charged Rs 30 per month for unlimited usage after. This was in additional to the SMS and data transaction cost (Rs 10 for 1MB of data).
However, having realised that the Indian market is not very conducive for such services, Star now offers this service for free.

Why it might work for UTV?

Because of it’s focus on Tier-II towns and rural India (30% of New Mobile Users from Rural India) – these are pockets where mobile is more ubiquitous and much bigger than all the other screens combined. Moreover, users in this segments needs entertainment-on-the-go as they have very few entertainment avenues available.

Having said that, these are still ‘feel good’ services, so a lot depends on pricing and availability of regional content.

What’s your take? Will this initiative fly?

Another interesting initiative: Mobile Movie Card – Carry Bollywood Movies on your Mobile

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