New Delhi, Jan 19 (IANS) Buoyed by the 3.8 million page views a month of NDTV Active, the mobile portal of the television channel, its content provider NDTV Convergence has now tied up to foray into cellular phone advertising.NDTV Convergence Monday announced its partnership with Affle, one of India’s leading mobile media companies that would power advertising on NDTV Active.

“With the mobile internet universe taking over the PC based internet universe, NDTV Active has ensured that it gives NDTV a tremendous boost by leveraging its extensive programming assets to provide its users all-time access to personalized services, content, and promotions on their mobile phones,” an NDTV Convergence statement said.

“This partnership with Affle would now ensure that NDTV Convergence creates significant revenues from monetizing the growing traffic on NDTV Active,” the statement added.

NDTV Convergence CEO Sanjay Trehan said: “We believe that this partnership will be a springboard to capture wider, more engaged audiences and maximize financial growth on the mobile platform. Affle has combination of excellent team, superior technology, innovative ad formats and amazing understanding of the mobile market.”

Stating that the mobile phone had become a critical part of the portal’s digital strategy, Trehan said NDTV Convergence was “committed to providing consumers with an intuitive and user-friendly interface, creating a mechanism for discussion and feedback and responding to consumers.