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Reliance in mobile content deal with Disney; to offer 3D animation

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MUMBAI: Reliance Communications has announced its tie-up with Disney to offer on Reliance Mobile World what would be India’s first 3D animation on mobile. The deal promises a host of other Disney mobile content offerings as well.

Reliance customers will be able to access 16 Disney animated video shorts, including ten in 3D, exclusively made for mobile devices and featuring Disney characters They also can download other mobile content with favourite Disney characters in the form of wallpapers, ring-tones, games or comic strips from Disney Zone, created on Reliance Mobile World, states an official release.

This is not the first deal that Disney has done with a telecom player in India. It is worth recalling that Disney had tied up with AirTel in April to develop mobisodes, games, ringtones, wallpapers and animation in the 'Disney Mobile Theatre' featuring popular cartoons. Airtel was then the third telecom operator Disney had tied up with, the other two being in Asia.

Meanwhile, with soccer fever gripping the world, wallpapers and animations showing Disney characters in football gear will be an added attraction. Downloads will be priced at: Rs 5 for wallpapers, Rs 10 for video shorts downloads, Rs 5 for animations and Rs 10 for ring-tones on Disney Zone. Games will be charged at Rs 5 per session, adds the release.

Walt Disney Internet Group EVP & MD Mark Handler says, “The strength of the Disney brand, combined with our rich content library, allows us to create a new and fun mobile experience for families in India. We are pleased to collaborate with Reliance to bring to consumers Disney mobile content, anytime, anywhere.”

Reliance Communications Applications Solutions and Content Group president Mahesh Prasad adds, “Reliance Mobile has unparalleled reach with over 10 million data-enabled handsets and a countrywide high speed data network covering small and big towns alike. With Kidz World in Reliance Mobile World, Reliance pioneered edutainment on mobile in India. Disney Zone will raise the bar many notches to give a unique experience”.“Earlier this year, a game based on Power Rangers, a hit TV show on Toon Disney, was launched on Reliance network, which became one of the highest downloaded games nearing 700,000”. With the launch of a new season of Power Rangers SPD, a completely new game around the show is set to debut on Reliance this month,” added Mr. Prasad.

The Walt Disney India MD Rajat Jain says, “Our success in these emerging platforms stems from the strengths of Disney’s major brands and franchises, which have been leveraged and brought in through innovative and strategically sound ways – positioning the company as the leading provider of entertainment and information for the wireless and broadband markets. We are happy to bring our best-in-class content to Reliance Mobile.”

After Star India, it is Walt Disney Television International (India) that is exploring the mobile-enabled episode (mobisode) phenomenon.

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