(23 November 2007 10:25 pm)

MUMBAI: Star India's Mobile Entertainment Plus has entered into strategic partnership with Myiris.com, Zoom TV, UK- based publication The Sun and National Geographic Channel.

The Sun, marking its entry into the Indian market, will provide lifestyle-related content.

While Zoom will offer Bollywood news, animations, wallpapers channel promo videos and electronic programme guide (EPG) that lists the entire month's schedule of the channel, Myiris.com will provide business and financial information and news.

National Geographic Channel will provide specialised content like special animal ring tones.

"National Geographic Channel and Zoom will be the first third party channel to be added on PLUS under the genre of TV," Star said in a release.

Star senior VP mobile entertainment Viren Popli said, "Increasingly, mobile phones are becoming a source of network, communication infotainment. Today mobile users demand variety of services and facilities from their service providers. We at Star mobile entertainment through our various alliances with companies in different industries intend to cater to the likes of all age groups".

Plus allows users to access content across television, sports, movies and music as well as services from partners including - banking, travel, yellow pages, news, and magazines such as Overdrive, T3, Chip, Better Interiors and Avmax among others.