Phonethics Mobile Media Gets Rs. 90 lakhs In Angel Funding; Tries Offline Sale Of Content

Phonethics Mobile Media, a content creator for mobile phones has received angel funding of Rs. 90 lakhs in Private Equity investment from four individuals. Phonethics had launched operations in September 2006, for creating short original video content, 15 sec to 30 min in length. Previously, the company operated as Ethics, a film production house. We’d reported earlier on their short film, starring Bollywood actor Rahul Bose called Ctrl+Alt+Del, released on Reliance Mobile World

Saurabh Gupta, CEO of Phonethics informs us according to operators, consumers are fatigued with repurposed content and the company is closing deals with some operators. They’re getting a revenue share ranging from 25-40 percent. Content will be priced between Rs. 15-20. Gupta feels that the shelf life of characters is high – around 4-5 years, and their focus will be to create content around them. These can be repurposed for TV and the Internet as well, and gaming companies have expressed interest in creating games around these characters. Phonethics is in talks with those creating GPRS based mobile phone applications. For the B2B business, the company has tied up with Pearl Media to do the content deals.

Notably, Phonethics is also testing the offline route. Gupta says that mobile retailers tend to offer consumers content downloaded from the Internet, alongwith the phones, so there is demand on the retail side. A test launch with 150 retailers in Delhi goes live next week. Bobby Bedi’s Kaleidoscope Entertainment is the other content provider that I know of, that is creating for-mobile content.

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