Bharti Airtel, India’s top mobile service provider, was conferred the top honours at the GSMA Asia Mobile Awards 2008 at Macau for its Music-On-Demand service.

Among tough competition from worldwide leaders including Telstra Corporation, Australia, Geodesic Inc, USA, Artificial Life, Inc, Hong Kong and Gracenote, USA, Airtel received the high-status award in the category ‘Best Mobile Music, TV or Video Service’.

This award is a further indication to Airtel's promise of introducing revolutionary and top-notch mobile solutions across different technology platforms.

The GSMA Asia Mobile Awards recognize exceptional growth, originality and headship and is open to all players in the mobile eco-system which build up and provide Asia-wide mobile markets with compelling products, applications, services and content, the categories highlight mobile entertainment, music, gaming, and mobile advertising.

Mr. P.S. Parasuram-Head New Product Development (NPD) & Content, Bharti Airtel stated, “It is indeed an honour to receive this award and be recognized as the best amongst our global peers for our Music-On-Demand service. This award reaffirms Airtel's continued endeavour to set industry benchmarks that drive innovation and service excellence. At Airtel, we believe that music in its various forms, genres strikes a universal chord with mobile users.”

“Today an increasing number of customers are looking at the mobile as their single device for all entertainment needs. Our ability to leverage the power of innovative mobile content will play a key role in opening up the 'entertainment on mobile' opportunity for mobile users in India,” Mr. Parasuram added.

The 'Music-On-Demand Service on Airtel Live' was launched to cater to the 'Music' appetite of Indians across vast geographical and demographic spreads, with a distinct customer-profiling based music engine offering. This Service was launched in response to a distinct need in the market for a dedicated Indian-content specific on-demand Music Service. The Music-On-Demand Service available on 543213 is the only Music service today in India that intelligently tracks each unique User's music preferences in terms of genre, market popularity, mood & energy.