Actimagine is playing a key role in a pioneering initiative to deliver high-quality movies and music videos over mobile phones via retail channels across India . Actimagine is partnering with Mobile Magic, India 's first and largest chain of retail stores for mobile phones and accessories, on a new initiative called Media Magic. Media Magic is a content delivery platform, through which movies and music videos can be easily and securely transferred from retail stores' PC to customers' mobile handset. In less than five minutes anyone can go to a retail store, purchase a movie or a music video, have it loaded into his phone and enjoy it in DVD-like quality. Mobile Magic has set up a new subsidiary, called Media Magic Retail Pvt. Ltd., to be fully focussed on driving this business. To date, Media Magic has already acquired legal rights to over 500 Bollywood movies and thousands of music clips. Once downloaded onto the mobile phone, each content is protected by an unlock key, which has to be generated by a shop assistant logging into a customized web interface. Actimagine took less than two months to customize and deliver a turnkey solution for Media Magic: from video encoding to video delivering and video playback, including the unlock key generation system. The Media Magic scheme will be rolled out initially at all 87 Mobile Magic stores across the country. More retail stores are being signed up to distribute Media Magic contents, and the target is to sign up 10000 new stores within one year. The innovative Media Magic approach is ideally suited to India , where the broadband infrastructure is underdeveloped, making it difficult to download content over the Internet. Market potential for Media Magic is huge, as Bollywood movies and music are well-loved in by many people in India . Bollywood produces about 900 hugely popular movies every year and the associated music videos are also in great demand.
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