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TV Soaps on Mobiles: Soon in India

Mumbai, Wed, 02 Jan 2008 NI Wire

Jan 02:  Day by day revolution in digital technology is successfully pacing up with the people's necessities as well as their entertainment. Good news for ‘soap addict' this time not brought from the gadget manufacturer company, but from the big Bollywood's Rajshri production, which is going to launch first ever serial for Indian mobile users.

The owner of Rajshri Production's – which is known by its family dedicated movies, like Maine Pyar Kiya , Hum Aapke Hain Kaun , Hum Saath-Saath Hain and Vivaah - Sooraj Barjatya's younger brother Rajat Barjatya has announced the launching of the 90-episode soaps to mobile user's screen by the end of January 2008.

Now, equipped with soaps mobile phones would be more entertaining than before as all of us are aware that movie clips are already available on most of the handsets.

Depreciating the term “first� Rajat opined, “I hate to use the term first. I would rather say that we are among the first to make a serious attempt at doing this. We have produced a 90-episode series, with three minutes per episode, and it is in the humour genre.�

His company ‘Rajshri media' is specializes in producing content for novel media like Internet, mobile phones and iPods, was launched last year.

Within just ahead a year after the successful release of Rajshri's Vivah in both theatres as well as online on its website, Rajat's second endeavour has come with serials for mobiles.

This endeavour, we are expecting would be successful considering the number of people using mobile phones are estimated at 20 million, internet penetration is estimated at 46 million and an active base for over 32 million in India, Rajat said.

He further said that earlier there was craze for cinema and TV; and today with the digital revolution, the craze has budge to pc's, mobiles, and iPods. So, we are concentrating at these third, fourth and fifth screen which is PCs, mobiles, and iPods.

“We believe that we need to create content for new entertainment devices, which are proliferating and entertaining audiences,� said the owner of Rajshri Media.

Although he did not disclose about the budget of his new venture, but said, “after Vivah we have released a dozen films for Pritish Nandy's communications, UTV and Shemaroo, like Hattrick, Blue Umbrella, Dhamaal and Life In A Metro etc. It is all revenue share.�

We are expecting it will successfully allure viewers in the same way the TV content has developed, conceived, and produced, he added, hope people accept and admire it.


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