DoCoMo Does JV for Custom Mobile Video

DoCoMo has announced that it will form a joint venture company with Avex Entertainment Inc. for the production and on-demand distribution of video content packaged for the mobile phone environment. Unlike most mobile-content companies that distribute video works which were originally developed for movie theaters and DVD systems, the new company will produce and distribute content developed specifically for the small screens of mobile phones, giving special consideration to the challenges of delivering video content on a mobile device.

The company is scheduled to begin operating in March 2009 with capital of 3.5 billion yen and capital reserves of 3.5 billion yen, 30% from DOCOMO and 70% from AEI. After its establishment planned for next February, the new company expects to form content-creation partnerships with five video-content production companies, including Fuji Television Network, Inc., one of Japan’s most successful nationwide television networks, and Oz Co., Ltd., whose producer Takashige “Taka” Ichise is responsible for hit horror movies such as “Ringu” (Japanese version of “The Ring”) and the Hollywood blockbuster “The Grudge.” Additional partnerships are anticipated.