Melodi sees future in video horoscopes

Melodi has made available a video ‘mobcasting’ service with astrologer Russell Grant

The UK content specialist believes it’s the first of its kind, providing D2C brands with ready made video-based horoscopes, rather than the usual text messages, and therefore represents a significant opportunity in this very personality-oriented market sector.

And they don’t get much bigger than Grant, a well-loved astrology ‘face’ in the UK and already well-established in mobile. The service has already rolled out to Melodi's customers across the UK, Ireland and Australia.

For Melodi, video mobcasting reflects the growing sophistication of the market. Iain Kerr, Co-founder of Melodi, says: “I feel we are at the next stage in content. Finally, handset capability has caught up enough to allow companies like ours to develop products that people want.”

Although Melodi remains committed to its core portfolio of traditional content, it certainly has the track record for innovation. As early as 2002, it created sound-a-like voicetones based on Homer Simpon, Scooby doo and others, while last year it created waves with the mosquito ringtone, a tone audible only to young people. It even recorded a song called Buzzin, with secret parts only kids could hear. It sold 45,000 downloads in one week.