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Mumbai, Apr 15: Mahindra &Mahindra backed LocaModa Inc, Boston-based pioneers of mobile and web-based interactive out-of-home media, now have their technology available on a giant Spectacolor 40′ by 40′ digital screen in New York"s premier Times Square location. LocaModa"s platform enables out-of-home signage to be controlled by mobile consumers and visible from the web.

The first LocaModa application on the Times Square screen is Jumbli (TM), a text messaging word game. Players who submit the highest scoring words from their mobile phones see their names on the screen. The Jumbli game on the Times Square screen is also playable from www.jumbli.tv. Winning words played from the web will also be displayed in Times Square. Jumbli and any of LocaModa"s other interactive applications can also incorporate advertisers" branding elements. “We are very excited to be reaching both mobile and web consumers; potentially, millions of people can engage with the same content as is being displayed in Times Square. This is yet another step in what we call The Web Outside," said Stephen Randall, CEO, LocaModa.

The company has also entered into a partnership with TouchTunes, the largest out-of-home interactive entertainment network to extend the TouchTunes experience to mobile consumers and social networks such as Facebook, MySpace and Twitter. This partnership will allow patrons in over 30,000 locations to use their mobile phones to interact with TouchTunes jukeboxes or flat panel screens driven by the TouchTunes jukebox"s media server. Applications will feature fun, engaging content such as information about the music playing on the jukebox, user generated content and even patron photos via their social network profiles. All interactions can also be displayed as data feeds on social networks. Online users will be able to view and participate in the activity at their favorite locations, for example: they can see who has “fanned" the location, who is actually there, what music is currently playing, and they can even “gift" songs to friends at that location.

Because user messages and brand content can be displayed both online and on-location, advertisers can easily extend their brand"s reach and multiply the number and value of their impressions.

“This is the start of a revolution in the out-of-home music and games experience, one in which users have even more control of the media around them. There are clearly huge untapped opportunities to bring the power and scale of the Web to out-of-home locations and we"re excited to be the connective tissue between the world"s largest digital jukebox network and the Web"s largest social networks," commented Stephen Randall.

Ulhas Yargop, President, IT Sector, Mahindra &Mahindra and LocaModa board member said, “Both of these are significant achievements from the LocaModa team. We are very proud of all that they have been able to achieve so far, and the exciting milestones that lie ahead."

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