( 17 March 2012 11:46 AM )

MUMBAI: Content provider and aggregator Shemaroo Entertainment has provided the backend technology and user interface for the launch of Airtel mDivine - an interactive service that allows Airtel mobile customers across India to receive live audio visual feed from their favourite religious shrines anytime, anywhere.

Airtel mobile customers can now leverage this service powered by Shemaroo to follow their faith through their mobile phones and subscribe to Airtel mDivine by visiting the Airtel mobile WAP site. Services offered are live darshan, aarti, shabd, hamd, mass ceremonies etc. Recorded content from around 500 shrines and live feeds from more than 20 shrines like Shirdi Sai Saisthan, Haji Ali and Sheesh Ganj Gurudwara from across India will also be available on Airtel mDivine.

Using a simple user interface provided by Shemaroo, customers can also search for a video through deity filters or on the basis of parameters such as popularity, latest and user ratings. The service can work as a guide towards helping customers learn more on related informative videos – such as how to reach a particular shrine, prayer timings etc. Additionally, Airtel mobile customers can also use this service to download their favourite devotional wallpapers, animations and ringtones from this WAP portal.

Shemaroo Entertainment Director Jai Maroo said, "Devotional content on mobile has been always a popular category. There is a large chunk of population who subscribe to it on their hand sets. Airtel mDivine is one stop shop for Airtel mobile customers to watch live feeds of their deities, share them with friends or create their own playlists. As a content house, we are constantly working with Airtel to bring in innovation in our offerings and set new trends in the industry - and Airtel mDivine is just another step in the direction."

Airtel mDivine is a complete interactive service where customers can not only create a playlist by tagging their favourite devotional videos but also share this content with their friends and family via SMS.

Together, Shemaroo and Airtel offer a host of devotional service offerings for religious or spiritual customers to follow their beliefs in India.

Shemaroo also runs a devotional service on Airtel DTH – iDarshan that is a 24-hr devotional interactive service for Airtel Digital TV customers.

Airtel iDivine can be accessed from the URL http://airteldivine.shemaroo.com. Airtel mobile customers can also SMS 'Divine' to 54321 to receive the link on their mobile phones and start accessing their devotional content.