After the tie-up with BSNL for launch of video content on mobile, Zee group co Digital Media Convergence Ltd (DMCL) has now inked a deal with Idea Cellular in Maharashtra, reports Indiantelevision. This is however not with Zee’s Isee application, but the IdeaTV application used by Idea Cellular, developed by Apalya Technologies. Interestingly, Isee project head Satyabrata Das says that the content will be exclusive from that which is available with BSNL…I wonder why. Zee News and Zee Sports will be live, while there will also be mobisodes available.

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DMCL CEO Ishwar Jha says that they’ve so far got 7000 subscribers, and are going down the advertising route. Is it possible to embed advertising into live streaming video? If you remember, Surya Mantha, CEO of Web18 had said at the IAMAI Web 2.0 conference that they haven’t been able to monetize online video streaming, and it’s a major expense for them.

Jha also mentions that DMCL plans to launch four websites - a page-three party site, a sports website, a social network and a video portal. Innovative indeed.