Reliance Infocomm is tying up with a string of film production houses and music video makers for streaming audio and video trailers on its code division multiple access handsets.

It is also targeting fast moving consumer goods, consumer electronics and other marketeers for streaming advertisements and interactive contests.

"We are talking with movie and music production houses to distribute video clippings of their forthcoming releases through our IndiaMobile handsets," Reliance executives said.

Marketing companies will be able to deliver targeted advertisement and information videos to Reliance users.

The all-India reach and multi-language support of the network will enable marketeers to deliver communication messages targeted at consumers by their region and language.

To enable companies to measure customer response to their advertisements, they will have the facility to issue digital discount coupons against each download of their message and/or advertisements.

These digital coupons, in turn, will be stored on the mobile phones. The user can avail of the discount by displaying the coupons to the nearest dealer/ or service point.

The interactive mode of communication platform will also help companies to gather instant response from customers to their communication messages.

"This will be an example of the new-age convergence media, where video and audio experience is combined with mobility and ubiquitousness of a mobile phone and the computing power of scores of powerful computers on the Internet," the executives said.

With the launch of Reliance's IndiaMobile service, India will be the first nation in the world to have such a large geographical rollout of third generation mobile capabilities. IndiaMobile service will cover over 90 per cent of India's population.

IndiaMobile handsets are custom-made for Reliance by leading handset manufacturers such as Samsung and LG. Reliance has done a specific implementation of Java for faster and efficient communication between the handsets and application servers.

Software in the handsets is customised for faster delivery of data and applications. Even the entry model handsets are equipped with picture, video and advanced audio capabilities and local language support.