Reliance Communications (RCom) announced the launch of what it claims is India’s first user generated caller tune service. The service enables user to record any content via ‘Tune Maker’ platform and set it as caller tune.

Subscribers can also post their creations through which other customers can set it as their caller tunes. RCom has partnered with Hyderabad based Altruist Technologies to create pan-India infrastructure for its new service.

According to Anil Pande, Head VAS, Reliance Communications, “UGC  (user generated content) has seen exponential growth over the last few years. India being a multilingual country, voice is an important part of UGC. The service allows voice based content of Users Choice to be shared and set as their Caller Tune. The technology support offered by Altruist enables to edit, link, and create the content posted by customer, besides activating it as Caller Tune”

The facility is available Online on Web and also through an IVR interface. Web Users need to log on to www.rworld.co.in to modify, edit and add own spin to caller tune. Through IVR, Customers can activate the service by calling 56694400 and select the option to create caller tune. They can record a song/dialogue/joke etc for 30 seconds and submit. Post submission, the content recorded will be set as their special caller tune. Tune charges are Rs 5/ month. CRBT Subscription is one time charge of Rs 30. Tune Renewal Charges will be Rs.5/tune per month.