UTV New Media, a digital arm and subsidiary of UTV, has announced the launch of India's first mobile music video channel 'UTV@Play'.

According to the company, the facility is accessible by consumers with mobile accounts with Vodafone, BSNL, MTNL and Idea and users can download the application to access the content from a WAP portal.

The mobile channel is an extension of internet portal UTV@play and costs Rs10 per day or Rs 30 per month. UTV already offers a mobile service of its Bindass channel.

During the initial phase, UTV's mobile TV channel will showcase music videos in Hindi, English, Punjabi, Tamil, Telugu, Kannada, Bhojpuri and Marathi. While the second phase will include Malayalam, Bengali and Gujarati channels as well.