(22 January 2008 7:00 pm)

MUMBAI: Hungama Mobile, the developer and publisher of Indian mobile entertainment content, has partnered with Fashion TV (FTV) to enable Indian mobile users to download exclusive clips and interactive content on fashion and lifestyle from the 24-hour TV channel on their mobile phones.

In addition, FTV India has launched an India-centric fashion portal www.ftv.co.in, which is to be a one-stop destination for fashion enthusiasts, designers and traders, with community features, blogs, exclusive videos, designer sections, fashion news and interactive features like games, etc.

"Our association with FTV will definitely give the mobile VAS industry a new dimension, and I am confident it will be accepted by the audience with open arms," said Hungama Mobile MD and CEO Neeraj Roy.

Commenting on the association, FTV India business head Tarun Srivastava said, "This service will enable consumers to be in loop of what world fashion has to offer. As we move forward, we are looking forward to offering innovative and popular digital entertainment to our Indian users."

The mobile content will be made available across various categories as images, videos, ring tones, games and many more features. This tie-up will enable the Indian consumers and fashion lovers to download fun fashion videos, models and designer profiles, photo shoots and fashion tips by FTV.

FTV Mobile will be marketed to both the consumers as well as marketers, along with the FTV India website. The website claims to provide the fashion enthusiasts their complete dose of information on everything related to fashion, entertainment and lifestyle in India and the rest of the world. The website will cover fashion celebrities, blogs, community features - fashion mags, exotic holiday destinations, FTV merchandise, apparels, videos, fashion calendars, lifestyle tips, contests and diamond club memberships.