DOI: 10.1145/1129006.1129024Proliferation of multimedia-enabled mobile and personal devices now allows downloading, playback and streaming of movie music/ring-tones, and, wallpaper/pictures. The entertainment media industry is experimenting rapidly with business models technologies to get revenue-generating content to the consumer. Issues of importance include content ownership, content rights management, the creation of new markets such as short movies, limited duration games, movie advertisements, push sports highlights, etc. The entertainment and media industry in Hollywood has taken the plunge into the mobile content ma traditional internet companies have started to experiment with mobile content by extending their partnerships with content o multimedia technology is getting increasingly complex, consumers are demanding simplicity in ownership, usage and paym starting to happen by way of Convergence. The technology side of convergence involves devices, networks, services and m (movies, TV, gaming, music). The business side of convergence involves business models, pricing simplicity, billing, payme 2006, the WINMEC Mobile Entertainment Media forum brings together business and technology experts from Hollywood to convergence (Convergence+) that is changing the very foundations of the Entertainment Media industry.