Bollywood is paying attention to mobile content, not only as a promotional tool but also as a serious revenue stream. It is not a surprise in a country where two Cs rule – Cinema and Cricket. The operator prefers exclusive partnerships with the big-brand content providers since it not only increases their revenue but more importantly, acts a differentiator in the commoditised voice business.

Although the revenue share varies from operator to operator, in general, from a movie ring tone which would cost Rs 10, the share would be like this: Rs.1.50 would end up in the government’s pocket, Rs 2.75 would be charged by the producer or the music company, Rs 2 would go to the content provider (maker of the ring tone) like Mauj and the rest would be taken by the operator.