BANGALORE: Leading mobile entertainment company Hungama Mobile and the Dubai-based diversified business enterprise Koohiji Group have formed a business alliance to provide Middle East and North African (Mena) wireless consumers access to a wide range of legitimate entertainment content.

Users will be able to download the latest Bollywood songs from legitimate music and entertainment sources for personal use on their handsets.

As per the agreement, Hungama Mobile has appointed Digital City, a new strategic business unit established by the Koohiji Group, as their exclusive distributor for Bollywood and Indian digital entertainment content.

Describing the alliance as a significant step in the new media era, Hungama Mobile COO Saleem Mobhani said, "The demand for Bollywood and related entertainment content has shot up dramatically over the last couple years, and Hungama Mobile being the world's largest distributor of South Asian entertainment content, Mena consumers will have access to over all South Asian digital entertainment content, including content in 14 different languages".

"We are continually working to forge strategic relationships with key digital entertainment players. We develop and deploy content across the spectrum of Music, Images, Video, Games and Applications for our current relationship with 52 Operators and Partners in over 20 countries such as North America, UK and Europe, South Africa, Australia, Germany, South East Asia etc. and Digital Entities such as iTunes, Napster, Yahoo and others to extend Hungama Mobile's presence in new media entertainment globally." said Ali Hussein, head of Hungama Mobile for Mena.

Speaking on the occasion SS Rajkumar, vice chairman and CEO of the Koohiji Group said, "So far, users in the UAE and in the region have been deprived of choices, up-to-date and easy access to Indian entertainment content for their mobile devices. As exclusive content distributors for Hungama Mobile, Digital City will bridge that gap and serve as a one stop shop for all content resellers and mobile operators offering digital mobile entertainment across the UAE and Mena region."

For Hungama Mobile, the tie up with Koohiji Group follows the recent tie up with the Apple Inc-promoted iTunes, where the music of the Shah Rukh Khan-starrer Don was made available worldwide on the iTunes Music Store.