Telecom Lead Asia: MTV India, in association with Swipe Telecom, has launched a co-branded six-inch phablet (phone+tablet) titled the MTV Volt.
Priced at Rs 12,999, the Android device features an exclusive inbuilt TV-player, offering viewers access to MTV content.
MTV Volt will be available across 10,000 retail points across India, Swipe e-stores and other e-commerce portals.
Designed to target the Indian youth, Swipe also plans to develop a portfolio of eight to 12 MTV phones and phablets, built around youth interests and aspirations, in the future.
MTV and Swipe Telecom have a two-year licensing deal.
The app has been made in partnership with Indian TV Channels (an application which allows live streaming of TV on mobile devices) and the content offered on the device may be monetised through advertisements.
Sandeep Dahiya, senior vice-president and business head, consumer products, Viacom18, says, that this initiative is in line with MTV’s idea to create an interactive eco-system in which the youth can become a part at an affordable price point.
MTV already has a presence on mobile web and also operates apps on iOS and Android.
In 2009, MTV had done a similar licensing deal with Micromax for one year for MTV branded mobile phones and sold more than 230,000 units.
Shripal Gandhi, founder and CEO, Swipe Telecom says that since its India entry in 2011, Swipe has been positioning itself as a youth brand to promote its tablets and smartphones.
