Hungama Digital Media has bagged a Meffy in the Mobile First Innovation category for the Tata Sky Actve Mall service. Organized by the Mobile Entertainment Forum, the Meffys are a global benchmark for measuring success and rewarding innovation.

Over the years, the Meffys have recognised companies across the world, which have helped shape the mobile entertainment industry. Hungama Digital Media claims to be the first Indian company to have won an award in the Mobile First Innovation category.

The Actve Mall service that was launched in February 2009 enables viewers of Tata Sky to download ringtones, games applications, themes, videos and wallpapers for their mobile phones through their Tata Sky connections.

Subscribers can view their favourite song and set it as their mobile ringtone or download wallpapers. According to Hungama, this is the first of its kind offering on the DTH platform giving viewers an easy mode of consuming content while watching it on their television.

“The Meffys Awards are the benchmark for measuring success and rewarding innovation in the mobile entertainment industry,” Neeraj Roy, MD and CEO, Hungama Digital Media, has said. “In the age of convergence, Tata Sky and Hungama have taken the lead and integrated DTH and mobile platforms, to provide consumers a wider variety of entertainment content on their fingertips.”

Vikram Mehra, chief marketing officer, Tata Sky, has said, “We are proud of our association with Hungama in this venture. As a leader in the DTH space, we constantly work towards differentiating ourselves in the industry through innovative products and services. By partnering with Hungama, we look forward to many successful opportunities.”