MUMBAI: Sony BMG has entered into a partnership with mobile entertainment and value-added services (VAS) provider Handygo for an exclusive digital rights to 12 premium movies.

These include the latest Hindi flicks like �Rajneeti' starring Katrina Kaif and Ranbir Kapoor, �I hate love storys' staring Imran Khan & Sonam Kapoor, �Ayeisha' staring Abhay Deol and Sonam Kapoor, �Crook' staring Emraan Hashmi and Neha Sharma. The Tamil movies include Singam, Raavan, Aadukalam, Sindubad, and Kadhal 2 Kalyanam; while the Telugu movies include Puli, Raavan and Kaleja.

With this acquisition, Handygo has increased its presence and visibility in the Bollywood and South mobile WAP market. Handygo is the sole owner of WAP content for all these movies. The content will be deployed on the WAP platform across almost all operators including Airtel, Reliance, Idea, Tata, Aircel and Vodafone. Customers can play contests on IVR, download wallpapers, animations and music and enhance their overall experience and engagement with their favorite stars and also win various exciting prizes.

VAS companies are exhibiting a growing penchant for regional content as it accounts for 40-50% of mobile music market in India. South India is the largest regional market in mobile music monetization. Hence, Handygo is looking to acquire more content in the regional space,... says Handygo CEO Praveen Rajpal.