Shemaroo the video entertainment company has signed a deal with Israel Mobile and Communication Association (IMA), to explore new business opportunities in Indian VAS space. The first objective of this partnership would be to introduce the member companies (there are 80 of them in their list) of IMA to the Indian Mobile fraternity(read as Mobile operators Vodafone, Airtel, BPl, Reliance Info and Tata Tele). Out of the 80 around 6 (which are in the Vas Space) Isreali companies would be presenting their ideas to these telecom operators in a road show. (source)

In a recent report by IAMAI the transforming role of the Technology enablers, Content Providers and Mobile Operators has been pointed out with challenges for Technology enablers being that they need to garner more and more content providers and need to reach out to a larger audience by tying up with more than one telecom operator.  Hence it would be interesting to see if this move by IMA and its member companies is a way to penetrate the Indian market and further tie up with more content providers and telecom operators.

Shemaroo on the other hand has been a video entertainment company that is constantly looking at innovative ways of venturing into digital distribution of its content. So last year it announced that it would be making 15 minute clips of its films available on phone and then it went ahead and put its films online for download via watchindia. The last news from the shemaroo stable was their move to bring Shilpa Shetty’s Yoga lessons which were earlier released on dvd to the mobile.

With this new tie up it does look like that shemaroo is dead serious about the VAS space (which is booming) and will look to bring the best technology so that their content can be distributed in the most effective manner.

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