<p>As per the agreement, vRock Mobile, a value-added services firm, will have the exclusive rights for creating and transmitting mobile content such as SMS, MMS, alerts, games, live audio commentary and others related to the upcoming IPL matches.<br /><br />Hitherto, mobile operators generated their own content for the IPL matches or used to source it from other content providers who may have no legal authority for distributing such material, and used to charge anywhere up to Rs 5 for providing the content on mobile phones.<br /><br />Post this agreement, vRock becomes the only authorised and official partner of IPL to distribute match-related content and telecom operators would have to source content from it.<br /><br />Although there are no official estimates available about the size of the IPL-related mobile content market, sources said it was definitely in excess of Rs 100 crore per season of IPL, the third season of which will begin on March 12.<br /><br />"Through this association, IPL fans anywhere in the World will now be able to access scores and information on matches, get live commentary and participate in interactive programmes and contests on their mobile phones," IPL Chairman and Commissioner Lalit Modi told reporters.<br /><br />"Till last year, we didn't had any partner for mobile contents. This year all the telcos have to source content from our official partner vRock Mobile. Getting it from other content provider would be an infringement of IPL's IPR," Modi added.<br /><br />Commenting on the development, Jatin Ahluwalia CEO vRock Mobile said: "We have planned some exciting and engaging SMS and MMS-based contests to build... engagement with cricket loving audience."<br /><br />Asked about the response of mobile operators, Ahluwalia said: "It is quiet challenging... we are trying to educate the telcos as they will be shifting from grey market to legally authorised content providers."With some operators we have already signed an agreement while with others discussions are still on."He however, refused to name the operators.</p>
<p>As per the agreement, vRock Mobile, a value-added services firm, will have the exclusive rights for creating and transmitting mobile content such as SMS, MMS, alerts, games, live audio commentary and others related to the upcoming IPL matches.<br /><br />Hitherto, mobile operators generated their own content for the IPL matches or used to source it from other content providers who may have no legal authority for distributing such material, and used to charge anywhere up to Rs 5 for providing the content on mobile phones.<br /><br />Post this agreement, vRock becomes the only authorised and official partner of IPL to distribute match-related content and telecom operators would have to source content from it.<br /><br />Although there are no official estimates available about the size of the IPL-related mobile content market, sources said it was definitely in excess of Rs 100 crore per season of IPL, the third season of which will begin on March 12.<br /><br />"Through this association, IPL fans anywhere in the World will now be able to access scores and information on matches, get live commentary and participate in interactive programmes and contests on their mobile phones," IPL Chairman and Commissioner Lalit Modi told reporters.<br /><br />"Till last year, we didn't had any partner for mobile contents. This year all the telcos have to source content from our official partner vRock Mobile. Getting it from other content provider would be an infringement of IPL's IPR," Modi added.<br /><br />Commenting on the development, Jatin Ahluwalia CEO vRock Mobile said: "We have planned some exciting and engaging SMS and MMS-based contests to build... engagement with cricket loving audience."<br /><br />Asked about the response of mobile operators, Ahluwalia said: "It is quiet challenging... we are trying to educate the telcos as they will be shifting from grey market to legally authorised content providers."With some operators we have already signed an agreement while with others discussions are still on."He however, refused to name the operators.</p>