A digitizing Bollywood? India’s first serial for mobiles

January 2, 2008 at 11:22 am 13 comments

pp002bollywood-kaho-naa-pyaar-hai-posters.jpgJu (MindShare, Regional team) writes:

Hope you had a great refreshing holiday like I did and wishing everyone a superb year ahead!

I opened my inbox to find an interesting article on the distribution of content through mobile phones in India, forwarded to me by Alefiyah in MindShare Singapore who gave us the “Bollywood on Mobile” story last year. The article on the Hindustani Times, titled “India’s first serial for mobiles next month” featured another example of how Bollywood is capitalizing on digital technology to bring entertainment to the masses. Rajshri Productions, a major Bollywood production house, has created a “90-episode series, with three minutes per episode, … in the humour genre” offered to the audience via the mobile phone.

With the high penetration rate of mobile phones in the region, other developing countries in Asia-Pacific might want to keep an eye on India to see how the landscape for digital content and platforms will unfold. In the developing world, it is likely that India will lead in terms of creative ideas on producing content for new media like the Internet, mobile phones and mp3 players, given the population’s uniquely insatiable appetite for Bollywood fare.

The article reminds me a recent chat I had with a Thai security guard servicing one of my friend’s apartment in Bangkok. The guard (apparently an early adopter of trends, as my friend tells me) was trying out DTAC’s (a Thai mobile network operator) new GPRS promotion plan that offered a FREE mobile-internet-friendly Nokia phone bundled with 20 hours of downloads for 99 baht (about 3 USD). He was happily connected to the Internet with his phone through the mobile internet browser Opera, but he had one problem. He had no idea where to go to find any kind of entertainment on the Internet! I have a feeling he’d go for a Thai version of the mobile comedy series launching in India…

Read India’s first serial for mobiles next month on Hindustani Times. Thanks Alefiyah!

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Entry filed under: all asia, content, digital, india, mobile, thailand, trends.

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13 Comments Add your own

  • 1. Digital Bollywood Coming to Mobile Phones, PCs on PSFK  |  January 24, 2008 at 2:09 pm

    […] Via The Big Switch  […]

    Reply
  • 2. Navtej Kohli  |  March 8, 2008 at 1:31 am

    great to hear that… i m eagerly waiting for such mobisoaps from quite a long time..

    Reply
  • 3. elijah love this sms site  |  March 14, 2008 at 11:22 am

    i love bollywood :), nice post

    Reply
  • 4. kamla bhatt  |  May 20, 2008 at 2:48 pm

    This is about the Thai security guard and the lack of mobile entertainment content. In India it is the opposite…many security guards and drivers have high-end Nokia or Samsung phones and download their entertainment content offline and store it on their mobile phones. In fact many stores will download an entertainment pack for you when you buy your new phone. One driver told my husband that he uses his camera phone to record DVDs and watches the movie when he is on a break! It is quite amazing how people are using their mobile phones in India…you can never predict how users will use technology.

    Cheers!

    kamla bhatt

    Reply
  • 5. Nagaraj  |  July 8, 2008 at 11:44 am

    This is very good Movie of Kaho Naa Pyar Hai.

    i have seen 5 time this film. I love acting of Hrithik Roashan.

    I want to speak with Hrithik for his next film i want to work with him.

    Nagaraj
    9980773634

    Reply
  • 6. abhinav dixit  |  October 3, 2008 at 8:59 am

    good movie

    Reply
  • 7. aakash  |  October 18, 2008 at 3:14 pm

    poonam chawla

    Reply
  • 8. genta  |  January 10, 2009 at 8:07 pm

    hithrik you very good dancin a love you and i dream you, kiss you.

    Reply
  • 9. momonoko  |  April 26, 2009 at 3:21 pm

    เข้ามาดูรับ

    Reply
  • 10. preor  |  May 30, 2009 at 5:46 am

    you are very good

    Reply
  • 11. petermccurt curtiss  |  August 23, 2009 at 9:17 am

    Good to know which movie is the first step for Bollywood coz many of my Indian friends always watch them on they PDA at work!!

    Reply
  • 12. Boss Resurfacing  |  September 7, 2009 at 2:19 am

    Off topic – Help with PM?
    lost password
    Boss Resurfacing
    Boss Resurfacing

    Reply
  • 13. Eric  |  July 23, 2011 at 8:22 am

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    a company website as a strategic consultant – Nice to meet you. As I’m looking for
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