Hungama Mobile, India’s largest mobile & digital entertainment firm, is bringing its huge catalogue of Bollywood and Indian digital entertainment content to Europe through a partnership with Wireless Expertise.

Hungama owns exclusive worldwide rights for digital distribution for music, videos and films representing over 300 leading music labels and film production studios, comprising 75 per cent of the Indian entertainment market. Wireless Expertise is a digital content distribution consulting firm, focussed on helping content publishers to distribute their digital content and applications via partnerships with Europe’s leading mobile operators, music portals, app stores and media owners. 

Hungama chief operating officer, Albert Almeida, notes that the demand for Bollywood and S. Asian entertainment content is well established in the UK, with at least four Indian films releasing in cinemas every month. He adds that Indian films are also becoming popular in other Eureopan countries such as France, Germany and The Netherlands, with the movies dubbed in local languages.

“The European market has been historically under-serviced as consumers do not always have access to legal sources of Bollywood content,” says Almeida. “Through our partnership with Wireless Expertise, we hope to build our distribution and work towards satiating the consumers’ demand for Indian entertainment, especially in the digital domain. This alliance will enable us to deliver our content through well established European music portals and mobile operator stores, and set the momentum for many new initiatives for Bollywood fans in the European Market.”

Wireless Expertise CEO, Anuj Khanna, points out that the Indian entertainment industry has a global audience produces more than 1,000 films each year and generates annual revenues of over $2bn (£1.3bn). “The majority of these revenues are generated in India. but there is an increased appetite for digital entertainment in Europe, through legal channels, which needs to be satisfied,” he says. “We are delighted to be working with Hungama Mobile to bring its entertainment content to Europe and grow the market. We look forward to jointly work with leading music stores and portals in making Bollywood content available to European consumers through both the web and mobile channels.”