Buongiorno India, a subsidiary of Buongiorno Hong Kong Limited has entered into a media integration agreement with Neo Sports Broadcast to set up and manage its short code service. Under the agreement, Buongiorno has facilitated the acquisition of the short code 58990 by Neo Sports and will be managing all SMS based services for the television channel.

According to the release, the technology backend for Neo Sports mobile initiative on SMS has been set up by Buongiorno. The technology helps empower SMS activities on the short code 58990 from telecom operators. Buongiorno will not only manage the SMS traffic to the short code service but will also help support other mobile marketing promotions of Neo Sports.

According to Ranjith Rajasekharan, VP – Marketing, Neo Sports, "It's a well known fact that nothing gets the Indian viewer going like a cricket match involving the "Men In Blue". He added "With the new short code service and the high level of interactivity planned, we will now be able to strengthen the brand's engagement with our viewers, with Buongiorno providing the technology and aggregation expertise."

Buongiorno will provide the technology expertise and enhanced CRM capabilities for the integration of Neo Sports services on mobile. Buongiorno will also help in content provisioning from Neo Sports to the telecom operators.