Mumbai- Star India’s mobile entertainment division have partnered with mobile handset company Sony Ericsson Mobile Communications India Pvt Ltd to provide mobile content services to Sony Ericsson users. Star’s recently launched PLUS mobile service will be exclusively pre-embedded in Sony Ericsson’s Walkman and Cyber-shot phones in India from November 2007. Also, the broadcaster’s mobile entertainment division will pre-load handsets with specially created mobile video clips of different genres to offer a better video experience. With PLUS, Sony Ericsson handset users will gain access to more than 200 videos from the TV, Music and Bollywood genres monthly, TV show info, unlimited access to sports scores and updates, movie reviews, music downloads, news and trivia, mobile banking services, travel information and services, lifestyle product information, photography tips and astrology services. The partners have also planned “360-degree” co-marketing activities to target key mobile markets to build consumer awareness and incentivize usage of the PLUS service on Sony Ericsson phones.