Mumbai: Techzone, the aggregator, developer, publisher and distributor of entertainment content, has partnered with record company Times Music to create devotional based WAP (Wireless Application Protocol) and CRBT (Color Ring Back Tone) products.

This tie up will enable Techzone to service Times Music’s devotional content to operators like Reliance, Tata, Loop and MTS.

The strategic tie-up will also boost VAS revenues, the company said.

Techzone director Naveen Bhandari said, "We are a young technology and media company, and are always exploring opportunities to innovate in use of technologies to ensure supremacy in the competitive VAS technology space. The market for devotional content is emerging as an important category in VAS today and we are targeting leadership position in this niche which approximately has a market size of Rs 6 billion. We are very excited of the potential that this tie up offers. The sheer range of devotional music available with Times Music and our reach and expertise in the VAS arena is a potent package."

Times Music COO Mandar Thakur said, "Times Music has devotional content for every major Indian deity and festival celebrated in the far corners of India. The content has been doing exceptionally well for the past 3 years and we‘ve see a huge growth in its demand. Hence the challenge for us now, was to ensure availability of this content to every mobile user. This is exactly what we hope to achieve through this tie-up with Techzone."