Hutch ties up with Tamil playwright Crazy Mohan

Hutchinson Essar South has introduced a new value-added service (VAS) in its Chennai circle through a tie-up with Tamil playwright Crazy Mohan.

The tie-up allows Hutch to take parts of Crazy Mohan's plays and package the dialogues as a VAS that can be accessed by Hutch users in any of the telecom circles. Crazy Mohan's plays are well-known for humourous dialogues.

In addition to bits of dialogue, Hutch's customers can also access six humour clips prepared by Crazy Mohan as ringtones.

The first product on the market is from a play called 'Satellite Samiyar,' where the dialogues are packaged into 25 mobile episodes (mobisodes). Each mobisode is anywhere between 1 minute and 3 minutes duration and costs Rs 6 a minute.

Hutch's officials said that the revenue from the mobisodes and ring tones would be shared with Crazy Mohan. Hutch has exclusive rights over Crazy Mohan's plays when it is accessed through the medium of mobile phones, said a Hutch official.

Hutch's Chennai circle generates about 17 per cent of its revenue through VAS. In Chennai, it has a subscriber base of 3,16,292, said a company release.