Mobile phone ringtones set for own Top of the Pops

by Jennifer Whitehead,, Brand Republic 27-Jan-04, 08:00

LONDON - They may be the scourge of right-thinking bus passengers everywhere, but novelty mobile phone rings are set to have their own ringtone 'top of the pops'.

The Official MEF UK Ringtones chart will be compiled by KPMG, listing the top 20 mobile phone rings every fortnight, based on information provided by the UK's six largest ringtone providers.

The first chart is expected in March 2004, the brainchild of the Mobile Entertainment Forum, the global trade association that represents all participants in mobile entertainment. It has spent six months researching and developing the chart idea.

The industry says that the move will be the first step in legitimising the mobile music industry.

Calum Chace, director of KPMG's strategic commercial intelligence unit, said: "As this chart evolves, it will track the convergence of fashion, fads and phones and it will highlight the commercial opportunity for the mobile music industry as more music is consumed in the form of ringtones."

More record companies are seeing mobile ringtones as a way of boosting profits. Last year at the BT Interactive Music Awards, the artist Dizzee Rascal, winner of the Mercury Music Award, was recognised for the best use of mobile. His website allows fans to enter personal details in exchange for mobile content including mono and polytones, logos, picture messages and colour wallpapers.

Ralph Simon, chair of Mobile Entertainment Forum Americas, said: "Mobile music usage is good news for the music business, reflecting massive public interest and audience growth. The MEF Ringtones Top 20 is the first official chart to reflect mobile music best sellers in the global billion-dollar ringtone business."

He said that MEF would launch further new music initiatives in 2004 to help record labels, artists, managers and publishers participate in new revenue streams and opportunities in mobile entertainment.

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