A few industry veterans have joined forces to launch SureWaves, which combines TV content with Web, Out Of Home (OOH) media and mobile phones. Surewaves is founded by ex Broadcom India MD Rajendra Khare, ex Nokia (NYSE: NOK) R&D Head Ravi Bhatt and Co-Founder of Amber Networks Anant Kansal and Tapan Datta. Ex-MAXUS AsiaPac CEO CVL Srinivas has joined as the CEO of Surewaves, and Tushar Vyas, Heah of GroupM’s Digital Division has joined as VP Business Solutions. Other executives who’ve joined from GroupM include Sanchit Sanga, Rajendra Dwivedi and Prabhvir Sahmey. [via release]

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To me it seems similar to Locamoda, which got $6.18 million in funding from Mahindra & Mahindra and Reliance Ports. The difference? While Locamoda requires one to connect with a screen by dialing a number and then use the mobile keypad like a remote control, SureWaves appears to be banking on both Bluetooth and GPRS for interactivity. On the content side, they’re targeting mass media companies, online publishers etc.