(31 March 2010 8:00 pm)

MUMBAI: With the fast-growing mobile phone market in India, Purple Fire Films has announced a spate of special content products for mobile phone users including films and music videos.

According to Purple Fire Films executive producer Flynn Remedios, the Mumbai-based production house has planned to produce over 50 music videos and about 10 films for the mobile market in 2010.

While the films will be of 30 to 50 minute duration, the remix and original music videos would range from 4 to 6 minutes each. Download costs or charges would be kept to the minimum to encourage even low ARPU users.

Says Remedios, "We have done extensive research on the subject. Mobile content users or viewers have an attention span of not more than 5 to 20 minutes at a stretch. Our products will keep in mind this factor."

In addition to mobile films and music videos, the company will produce music videos and films completely shot with high-end mobile phones from start-to-finish. The first-cut or rough edit of the first mobile remix music video, starring Tamil actress Neelakshi Singh, has been released on YouTube.

"This is just a test case based on remix editions of three popular Bollywood numbers. Two more such mobile music videos are in the pipeline and will be released in April. The salient feature of this product is that it has been wholly shot with a high-end mobile phone," Remedios explains.

The company also plans to produce "A-rated" mobile music videos and films for a mature audience and the international market. Reasons Remedios, "If Ekta Kapoor's Balaji Telefilms, known for its family soaps and saas-bahu content can start producing spicy adult fare like Love, Sex and Dhokha, we see a tremendous market for such similar content specially produced for mobile phone viewing."

Purple Fire Films is talking to several content providers for a distribution and marketing tie-up for its products and hopes to make an announcement soon.

The company plans to generate revenue through in-film and in-video subtle adverts and logo placements.