(15 October 2007 6:00 pm)

MUMBAI: Anuj Saxena's Maverick Productions is foraying into the mobile and digital segment through a joint venture with DNS Network Services.

The division will be called Maverick Mobile Content and create and distribute mobile content.

Maverick Productions has so far restricted itself to producing TV content and ad films. Says Saxena, "Mobile entertainment content demand is increasing. It is a natural progression for a production house like Maverick to find new growth opportunities and expand."

DNS is a company which is into mobile content development, distribution and aggregation across the globe.

The new division kickstarts with a new album titled Deepawali Aayi Re featuring five artistes' and songs that celebrate Diwali. The album is being distributed by Virgin Records (India) Pvt Ltd.

"Diwali is a big festival so it is the best choice to enter the market with the Diwali album," says Saxena.

One video song for the album has already been picturised and is predominantly Hindi featuring four other Indian languages and English. The video conceived by Shiraz Bhattacharya is colorful, heavily composited with computer effects and graphics.

Promoted by Devashish Mishra, DNS Network Services has already partnered with Indiatimes, rediff.com, BPL Mobile, Essar - The mobile stores, UAE Mobile - Dubai, AirG - Canada, Tiertex - UK, Arena Mobile - Spain, Z Mobile - Syria to distribute Bollywood exclusive celebrity content.