MUMBAI: First, they came up with the idea of a website dedicated to a television serial. And now, a contest has been launched around Shubh Mangal Savadhan, notching up another first in the quirky world of Indian television.

The contest requires participants to answer two questions based on the characters of the show, which is currently being aired on Sahara TV.

"We have launched the contest to make the website more interactive. We want to increase interaction with the youth", says SMS producer Hemal A Thakkar. "Moreover, the serial which has aired 34 of the 200 episodes scheduled, is very different from the other sitcoms, so we thought of tapping different options to make it more interactive.The winners will be given attractive prizes like DVD players and washing machines," he adds.

" We have received about 1200 messages and 500 hits for the contest so far", says Pegasus Multitech Pvt Ltd chief executive officer, Pramod Pai. " Till now 50 per cent of the messages were from the middle East and Pakistan, but now with the launch of the contest, messages have started pouring in from the Indian subcontinent as well. Just today we recorded 200 messages,"he adds

"Launching a website on a serial is very different from that on films. Movie based websites are actor based whereas sites on serials are more character centric. Unlike a filmi website, we cannot divulge the story of the serial, neither can we give a flashback as it would not interest the user, so the only option is to add games based on the characters of the serials or contests on similar lines", says Pai commenting on the problems faced in maintaining a serial based website.

The website conceived , crafted and cared for by Pegasus Multitech Pvt Ltd ,claims to be the first to be launched simultaneously with the serial. It has been created wholly in flash and is quick to access. It provides information on the serial, insights into the cast, the usual freebie downloads and a specially created video game which can be played online.