Mobile Phone – The Fourth Screen

Birth of Fourth Screen
2007, Barcelona, Spain hosted the 3GSM World Congress. It marked the entry of the Indian film industry into the GSM communication arena. At this event, Indian film industry showcased its first film specially created for mobile phone users across the world. No wonder the 3GSM World Congress also witnessed the birth of Fourth Screen (the Silver Screen, TV, PC, and now Mobile screen) in India. This move is expected to have a huge impact not only on the Indian mobile phone market but also on the media industry. The emergence of the Fourth Screen can be seen as the first step towards Indian film industry‘s foray into the mobile entertainment market. It also marked the emergence of the mobile phone from merely a communication device to becoming a major source of entertainment.

First Movie on Fourth Screen
The movie showcased at the 3GSM World Congress was Dus Kahaniyaan. It is one of innovative story telling initiative which was tailored for mobile devices. Dus Kahaniyaan was produced by one of the leading Bollywood producers Sanjay Gupta. Sanjay Gupta’s entry in the mobile entertainment market was supported by GSMA, Roamware Inc., and Hungama Mobile. MVAS company, Roamware helped producers of Dus Kahaniyaan. in integrating the film content into the mobile phone through its ‘Media Call’ technology. Hungama helped in publishing the mobile phone content. The mobile VAS providers – Roamware, and Hungama Mobile saw tremendous potential in Bollywood movies. They believed that formatting the content for the mobile audience would increase the reach of the movie. The features like simplicity of delivery ease of use, and accessibility provides the fourth screen edge over others.

The fourth screen has also hit serials. This is the age of Internet and mobile serials, Rajshri Media, India’s leading Web and Mobile Studio, has launched Akbar Birbal remixed. The Akbar Birbal remixed is 3 minute a piece 90 episode series. The Akbar Birbal remixed, set in the by-lanes of Bhendi Bazar in Mumbai. (Read report on http://chaturvedibraj.wordpress.com/2008/07/04/akbar-birbal-remixed-a-new-beginning/)

MVAS to play critical role in development of Fourth Screen
The MVAS market in India is fragmented and each player have unique value offering. These MVAS providers can join hands and develop a pool which jointly offers complete entertainment package. In the case of Dus Kahaniyaan two different MVAS players – Hungama Mobile had experience in content publishing and Roamware had global reach, collaborated to develop the offerings.

Handset Manufacturers role in development of Fourth Screen
While mobile entertainment companies have been developing interesting content for the mobile phone users, mobile handset companies have tried to come out with the latest technologies that support such offerings. In late 2007, Nokia entered into an agreement with leading Bollywood actor Shah Rukh Khan for making movie clips, ring tones, wallpapers for his film, Om Shanti Om.

Conclusion
Mobile entertainment is poised to drive not only mobile entertainment industry in a big way but also attracting advertisers who are also viewing it as an attractive new media channel.