MUMBAI: In order to offer content from its general entertainment channels on the mobile platform, Multi Screen Media (formerly SET India) has entered into a strategic partnership with Apalya Technologies.

With the partnership in place, shows from Sony Entertainment Television (SET) and Sab will now be available on the Apalya mobile TV platform.

This is the first time that Sony has entered into a tie up to enable prime-time viewing on mobile. 
 
Said Sony Entertainment Network VP Business Development & Digital/Syndication Nitesh Kripalani, “Partnering with Apalya for SET and Sab has given us an innovative way to leverage technology to not only reach out to our existing viewers, but also gives us the platform to cater to a larger mobile audience.”

Any consumer with a GPRS connection can download the mobile TV application of his/her operator from the mobile-enabled WAP sites of their respective service providers and watch Sony Entertainment Television and Sab on their mobile phones. Alternatively, all mobile users can also download and install mobile TV on their handsets by sending an SMS to 58888 from their mobile phones. 
 
Commenting on the partnership, Apalya Technologies Founder & CEO Vamshi Reddy said, “The enjoyable and refined shows on both SET and Sab are aligned with Apalya’s mission to bring rich, classy and differentiated TV content to mobile users across India. With its content going live on Apalya, I am sure Sony will see unparalleled growth in the country.”

Apalya Technologies is the provider of aggregated TV and other entertainment and news content optimised for viewing on mobile screens through MiMobiTV service.