Rajshri Media makes entertainment content for mobile phones

Mumbai, June 26 (IANS) Rajshri Media, web and mobile studio and part of leading Bollywood's production house Rajshri, has launched India's first made-for-mobile show, "Akbar Birbal Remixed", in a collaborative venture with mobile service provider Idea.

With the launch of the show Wednesday, a new word has been added to the entertainment lexicon - mobisode - meaning entertainment content being beamed on the mobile phone screen.

"Akbar Birbal Remixed" is a programme with ninety video and audio clips of three minutes each, available in SMS, MMS, video and audio formats on Idea cellular services's SMS, Wap and Voice platform.

The show is a Bollywood-style take off on the folklores of Mughal emperor Akbar and his minister Birbal. Set in Mumbai's underworld milieu, the stories are a collection of wit, wisdom and one-upmanship.

Clips of "Akbar Birbal Remixed" are also available on the web at www.rajshri.com and other video streaming portals.

The first-ever mobile show has been directed by Siddharth Anand and has Shehzad Khan (Akbar) Rajesh Jais (Birbal), Mohit Daga, Priya Arora and Yug Italia in cast. It has music by Sandesh Sandaliya.

"We believe that the growing mobile ecosystem is now ripe for us to conceive and produce original intellectual property for mobile phone," said Rajat A. Barjatya, managing director of Rajshri Media, at the launch of the show here.

According to Pradeeo Shrivastava, chief marketing officer of Idea Cellular Ltd, the 'mobisodes' are available on Idea Fresh WAP GRPS services and on the voice portal. He said by accessing Idea Fresh WAP GRPS, subscribers can also access several download options.

There are three payment plans - pay per download for Rs.15 per mobisode, weekly subscription of Rs.50 and monthly subscription of Rs.150. Voice charge is Re.1 per minute and can be accessed by dialing 543213 on Idea Voice Portal.

"Akbar Birbal Remixed" will be available on Idea mobile for three months.

Rajshri Media also disclosed that, depending on the success of the first mobile show, the company would get into creating entertainment contents for other mobile service providers.

"Already a number of them have approached us, asking for contents," he said.

After the expiry of three-month period on mobile, "Akbar Birbal Remixed" will be made in an expanded versions for TV, home video and FM radio platforms, Barjatya informed.

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