The Hindu Business Line : Now get more of world's best batsman on your mobile phone

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New Delhi Feb. 5 Now you can get more of Sachin Tendulkar beyond the cricket field on your mobile handsets. Mobile value added services provider Nazara Technologies has taken world wide rights to develop and distribute mobile content such as wall papers, themes and applications based on the master batsman.

Nazara has launched `Sachin Zone' that allows fans to listen to Sachin sharing his views on various aspects of his life, his daily routine, activities with his friends and family and opinions on matters on and off field. Subscribers can also leave a feedback on these opinions.

Commenting on the service Sachin Tendulkar said, "I'm excited and anxious about this new service as I've been told that it's the first of its kind ever. After all these years, it'll be great to know my audience personally a bit more in terms of what they like, what they want and how they feel." Nazara has partnered with Onmobile, a Bangalore-based technology firm to leverage their voice platforms in bringing the concept of the Sachin Zone live to users. Though details of the commercial agreement was not known, Nazara has given an upfront amount to Sachin for the rights apart from an ongoing percentage of the revenue earned based on the usage.

Nazara has tied up with Hutch, Idea Cellular, BSNL and MTNL for the service. Agreements with other operators such as Airtel and BPL are also in the pipeline. Subscribers will have to pay monthly subscription of Rs 30 per month apart from Rs 6 per minute for listening to Sachin's views and Rs 3 per SMS sent to download wallpapers and other content.

The Nazara CEO, Mr Nitish Mittersain, said, "The idea behind the Sachin Zone was to combine our technology expertise with Sachin's phenomenal mass appeal and bring fans a never before experience they can savour and share with their friends and colleagues consistently." The company is taking the service beyond India and is in talks with operators in countries such as Sri Lanka and the UK, where there is a large Sachin fan following.

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