MUMBAI, India-The Walt Disney Internet Group late last month scored its first content deal with an Indian carrier, partnering with Airtel to launch mobile ringtones, images and games.
Disney Mobile Theatre also is expected to offer video clips including 30-second shorts of six Disney animated series developed exclusively for mobile phones. A series of 13 30-second clips are scheduled to be added each week; the content will be available on Airtel’s deck through its music and multimedia channels.
Including the new agreement, WDIG has mobile content distribution relationships in 13 markets in the Asia Pacific region, reaching nearly 700 million users. Disney has long been a player in mobile content in Japan and several other countries in the Far East.
The offerings will be available on an a la carte basis, with images costing about 20 cents and Java-based games priced at $2.20 per title. Video clips are offered at 33 cents each.
“We have a huge competitive advantage, thanks to the strength of the Disney brand,” said Rajat Jain, managing director of The Walt Disney Co., India. “We embrace new technology innovations in developing quality Disney entertainment and `as leading content creators’ are best positioned to capture new ways of delivering it when and where the consumer demands.”
