Times Internet (Indiatimes.com) in association with Israel-based Unicell Advance Cellular Solutions has launched Active Search, a multimedia search engine that enables mobile phone users to search and download multimedia content like wallpapers, ringtones, games and animation and also read the latest news and gossip about their favourite film stars, cricketers and celebrities.

According to Times Internet, Active Search can be accessed either by typing the URL ActiveSearch.mobi on the WAP browser or by sending an SMS [Active SearchKeyword] to 58888. The service is available across all operators on SMS as well as GPRS.

Active Search does not require fixed keywords or codes. Users can use normal text messages to search content. The tool analyzes the keyword, understands it, and then generates the best possible result from premium content, mobile content and web. Another important feature of Active Search is that it will only display results that are mobile specific and can be accessed from the mobile phone.

“This is also an excellent platform for third-party content providers, advertisers, and affiliates to promote their services directly to the end users,” Times Internet has said. “Each time the user types a search keyword, the screen will show a contextual advertisement for a few seconds, till the search results are generated. This is a business opportunity for content providers, advertisers, and affiliates to promote their services or products.”