(25 June 2008 2:00 pm)

MUMBAI: Rajshri Media, Rajshri group’s web and mobile studio, has announced the launch of Akbar Birbal Remixed, a ‘made-for-mobile’ show. It will have 90 mobisodes, of three minutes each, custom designed for the mobile screens.

Akbar Birbal Remixed will be available exclusively on Idea’s SMS, WAP and voice platforms.

Rajshri Media MD Rajjat A. Barjatya said, "We believe the ecosystem is ripe for us to conceive and produce original intellectual property for the mobile phone. Our first show, Akbar Birbal Remixed, has a distinct Bollywood style narrative and we hope to recreate the magic of celluloid on the mobile phone through endearing stories of wit and wisdom, set in a modern Mumbai underworld milieu.”

"We are redefining the philosophy of mobile entertainment. We are harnessing the true power of the mobile network to enable a holistic, 360 degree approach towards mobile entertainment,” said Idea Cellular chief marketing officer Pradeep Srivastava.

“Mobisodes are the latest in mobile entertainment, and unlike television shows reformatted for the mobile, this initiative goes beyond just mobile videos and encompasses custom-made content delivered through SMS, MMS, voice and video,” he added.

"This will be the beginning of a new concept, where audio-visual productions first reach the larger mobile phone users, and thus gain greater visibility and mass appeal – any time, any place," Srivastava said.

For Idea subscribers, there are three payment plans: pay per download for Rs 15 per episode; weekly subscription of Rs 50 per week; and monthly subscription of Rs 150 per month. On voice charges are Rs 1 per minute on Idea voice portal.