MUMBAI: Reliance Communications announced its tie-up with SUN Network Limited to beam all the programs of SUN TV, the 24-hour Tamil entertainment channel online on Reliance Mobile handsets. This comes as an advance New Year gift by Reliance Communications to the people of Tamil Nadu.

Hosted on the Reliance Mobile World the multimedia suite of applications of Reliance Mobile, the Mobile TV menu offers unique experience in viewing SUN TV‘s popular soaps, latest flicks, news, debates and various other interesting programs. As the streaming is on-line 24x7, the Reliance Mobile customers can watch their favorite programs conveniently from anywhere even while on the move within the state or traveling across the country.

Speaking on this occasion, Tamil Nadu and Kerala, Reliance Communications hub head V G Somasekhar remarked, "Through our association with SUN TV, we have embarked on a special journey that would offer exclusive, localized flavored value added service to our subscribers. Bringing the leading entertainment channel online on Reliance Mobile handsets is indeed our surprise New Year gift to the people of Tamil Nadu where we have been adding more than one customer a minute since launch of service four years ago. Also our mega network roll-out in the state will expand our coverage to all 832 census towns, 130 SDCAs, 201 Taluks by September, 2007. So we want the people all over Tamil Nadu to enjoy the experience of mobile TV from our alliance with SUN TV."

Supplemented Reliance Communications applications, solutions and content group president Mahesh Prasad, "Mobile TV is the latest breakthrough in mobile entertainment that combines the best of TV with the mobility and functionality of a wireless device. Reliance Communications has pioneered video based content on mobile phones in India since its inception. With this major initiative, our mobile phone has become an entertainment station in itself. This is in line with Reliance‘s pursuit of making mobile TV a reality in India."

SUN TV vice president Saxena said, "Entertainment on mobile phones is the next era of the media industry. Apart from offering easy access and convenience, it paves the way for making people technology savvy which would help them redefine their lifestyle."

Worldwide trend showcases how consumers are upgrading from ringtones and wallpapers, the mainstays of the mobile entertainment, to more advanced features like mobile TV and propelling the growth of TV on the mobile by leaps and bounds. In countries like South Korea and Japan, Mobile TV is already a way of life. Other countries in the Americas and Europe are fast catching up. In India, Reliance Communications is providing such content. Video content on Reliance Mobile World is already a very popular service representing different genre of content such as movie clips, TV news and shows, music, videos, cricket and sports fashion, glamour and animation.