Masttones Brings Bollywood And Bhangra Content To US Cellphones

There has been an overload of information on Indian mobile gaming and content market. Interestingly, Indian content is making waves on mobiles outside India too. A new line of Indian-themed ringtones and images are now available on several major U.S. cellphone carriers, thanks to Masttones and eMbience.
“South Asians and other fans of Indian music – from traditional sitar and romantic Bollywood movie tunes to Bhangra-hip hop-reggae mixes – can now select ringtones from these genres and more with Masttones, created by eMbience for wireless providers across North America,” says the release.
In addition, Masttones features the latest music from newer bands from around the world, including Karmacy and Junoon.
Masttones ringtones are available on Verizon Wireless, Cingular, Cricket, U.S. Cellular, Alltel, Cellular South, and Metro PCS.
The U.S. rollout of Masttones follows last year’s soft launch, the signing of additional carriers, and a slew of new features that include traditional polyphonic ringtones layered with vocals and instrumentals, as well as animated, voice, and Arabic ringtones. The San-Diego based company also adds new tones every week. Added to the rollout is MastPix, which features the latest images of South Asian and Middle Eastern culture: Bollywood stars, popular bands, cricket and soccer players, and national sports heroes.
There are over three million Indians in the US, which include immigrants and those on work visas. “This growing consumer segment, combined with the increasing popularity of music from Indian films, was the inspiration for Masttones,” said Nimish Shrivastava, the company’s founder and President.
Shrivastava believes that wireless entertainment is the first step in Masttones future to establish a full range of Indian community and mobile media services worldwide. The firm expects to make several other announcements this year in regards to rollouts of other South-Asian media products under the brand Mast Media. (via our sister site ContentSutra)

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