(15 September 2008 4:00 pm)

MUMBAI: Radio City has entered into a two-year deal with People Group's wireless arm Mauj Mobile for bringing its radio content on to the mobile platform.

As per the agreement, Mauj Mobile will power all mobile activities initiated by the FM radio operator which includes creating a specially designed wapsite and offering shortcode services for various contests and shows.

Radio City listeners will be able to participate in contests and shows by sending keywords and messages to the Mauj Mobile shortcode – 57007.

Radio City CEO Apurva Purohit said, “Cellular phones have rapidly become an emerging platform for listeners to access Radio. Our association with Mauj will provide our listeners a direct and engaging Radio City experience allowing them seamless interactivity with the Radio City brand.”

People Infocom (Mauj Mobile) CEO Manoj Dawane said, “Our deal with Radio City brings together two extremely effective and promising communication mediums – the mobile phone and the radio. Considering the rising popularity of both these mediums in the market, we believe that the core brand experience at this access point will be further enhanced.”