(26 February 2008 7:00 pm)

MUMBAI: MyToday Dailies, the media-on-mobile company, has collaborated with the online TV guide service ZipAZap.com to sort, rate and SMS the best movies to watch on TV (all channels) every evening. MyToday subscribers can opt for Hindi and English movie service.

Users will get the update on the three best movies that are playing on the various channels everyday free of cost.

"We ran a pilot test within our existing base of around three million subscribers and are very happy with the response. All early signs gave us a thumbs-up from TV viewers across cable and DTH," asserted MyToday Dailies CEO Abhijit Saxena.

"Seeing the response, we are inclined to introduce more such value added services in the field of entertainment in the near future, through our new alliance with ZipAZap TV Program Guide," added Saxena.

Filmmaker Mahesh Bhatt said, "It's a great idea, both for the entertainment industry and a great service to the consumers. Services like MyToday alerts will drive viewership of movies on television and help the Industry."

"While we have started with movies, soon, this service will, on a daily basis, issue advisories on the best fare on TV across different programmes including sitcoms, serials reality and other programming. Soon these services will become ancillaries of the system with SMS alert to viewers before the movie starts to garner viewership," said MediaE2E CEO and chief evangelist Atul Phadnis.

MediaE2E has conceived and launched ZipAZap TV Guide in 2007.