San Francisco - The Mobile Entertainment Forum (MEF), an industry trade group that includes content providers and mobile content distributors, on Tuesday announced the launch of a global content sales reporting initiative, in an effort to provide more cost-effective, accurate and consistent sales data on the industry.

The initiative will aim to cover ringtones, full-track music, images, video clips and streams, mobile TV, subscriptions to content, premium SMS and mobile games.

The MEF said that companies supporting its effort include record labels EMI, Warner Music, Universal and Sony BMG; mobile carriers Orange Group and Vodafone; mobile content distributor Glu Mobile; and other firms including Music Reports, Netsize, QPass and Telephia.

"The mobile entertainment industry is now estimated to generate $25 billion annually," said Patrick Parodi, global chair of MEF.

"To take the industry to the next level globally, it is vital that operators, aggregators and media rights holders work with MEF to accurately and consistently report on the uses and usage of this growing media."

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