(4 February 2010 9:40 pm)

MUMBAI: Balaji Telefilms Ltd, which had recently announced its entry into the digital space, has launched its first iPhone application named ‘Ganesha Stories’ under its New Media initiative.

With the launch of the application, Balaji Telefilms is expanding its presence in the internet and mobile space to cover the growing segment.

The Ganesha iPhone application allows consumers to have access to the Elephant God on the move. Aartis and stories revolving around Lord Ganesha will be available at the click of a button with this application.

Says Balaji Telefilms joint MD Ekta Kapoor, “Mobile entertainment is a growth area for us. We are focusing on creating content for mobile phones. Delivering quality mobile entertainment is becoming possible with improved phones like iPhone and better networks.”

Balaji Telefilms’ New Media division was set up to expand and capitalise on its creative and production facilities to cover the mobile and internet space. In the mobile space, the team has started creating original content in audio and video format, deploying and marketing the same across all major mobile networks.

“Over the last year Balaji Telefilms has evolved from being a leader in the television and film production to creating a strong footprint in the Online and mobile VAS space” said Balaji Telefilms group CEO Puneet Kinra. “The mobile entertainment space has assumed great significance today and we plan to focus extensively on the same to address the current consumers as well as the evolving market of 3G content both in India and internationally.”