Mobile Soap Operas Will be Available in India Soon

Integrating mobile technology to one of India’s favorite pastimes, watching soap operas, is a very risky gamble taken by Rajshri Productions. This first ever 90-episode series on mobile phones will be available in India by the end of January 2008.

The experimental program is a comedic soap opera running for 3 minutes per episode. With more than 220 million people owning mobile phones in India, the opportunity is too tempting to pass up.

The company set up Rajshri Media last year to focus on new media entertainment like mobile phones, Internet, and portable media players. As these devices become the “personal entertainment touch points to the audience”, the more it becomes relevant in serving the changing needs of the consumers.