MAM partners with three cellcos to offer users customised background music

MUMBAI: Music is one of the few features, which is being pushed aggressively by various mobile operators. Himachal Pradesh based integrated telecom VAS solution provider Pvt. Ltd has launched a customised background music (BGM) solution as its latest offering, allowing users to play music in the background during a call. has tied up with leading operators like IDEA Cellular, Spice Telecom and Reliance Telecom at the national level and is offering BGM to its existing subscribers.

The VAS solution provider is also running a pilot programme for Airtel for its landline services in the Madhya Pradesh Circle.

It is upbeat about its BGM, which is played by the operator in the background of a call. The background music is a value addition to mobile peer to peer calling wherein a subscriber is allowed to create his own ambience during a call by playing music in the background.

This customized solution in which, a call, when answered, is accompanied by music in the background. The caller can choose his music from a variety of sounds provided.

This solution is different from CRBT solution, where music is played
before the call is connected. In BGM, music is played after the call is connected. Technically, it is a conference service, which involves the calling party, called party and the music playing entity, which is also, part of the conference. This entity is responsible for playing back music
during the conversation.

BGM has the ability to boost the ARPUs of cellular operators due to the low cost at which it is being offered. However, this cost varies from operator to operator. There are three kind of charges -- the activation charge, the chosen background song and the per minute cost of the song.
Today, over 170,000 mobile subscribers across the network of IDEA Cellular and Spice Telecom have tried using the BGM service.

In order to use the service, the user needs to dial a prefix (say 234) before the phone number, for the call to be connected with the Music M-vironment (BGM). Without the prefix, the call will be connected as a normal phone call. Users can always change background sound at will by dialling provided IVRS (Interactive Voice Response Services) Interface.

It is important to note that the caller has to be within the coverage area of the home network. It is an IVR based service which will not be accessible outside home network.

Latest Reads
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories