UTV’s digital arm subsidiary, UTV New Media announced the launch of ‘UTV@Play’, a mobile music video channel available to subscribers of BSNL, Idea, MTNL and Vodafone.

The services come at daily subscription of Rs 10 or amonthly subscription of Rs 30.

Users need to send an SMS to respective operator who will then send across a link for downloading the application. The application is also available for download on the WAP portals of the operators.

UTV will offer content in Hindi, English, Punjabi, Tamil, Telugu, Kannada, Bhojpuri and Marathi in the first phase of its launch. The second phase will include Malayalam, Bengali and Gujarati.

UTV New media offers content in the digital space to the youth. UTV@play is a music video channel that gives subscriber an absolute TV viewing experience on the mobile handset," said UTV New Media CEO TN Prabhu.