1:37 AM IST - Friday March 27, 2015

UTV Interactive to offer Indian mythological stories on mobile

New Delhi, Dec 9 After bringing audio cinema to mobile handsets, UTV Interactive is now offering people the chance to hear Indian mythological stories on the move.

The digital arm of UTV has conceptualised and developed a product named “Divya Kathayein” to help users connect with their religious side through their handsets, said a press statement.

“Mythology based content is significantly consumed across mediums in our country be it television, films and now mobile phones. After Bollywood and cricket, it is the biggest market for business in the entertainment sector,” said Lavina Tauro, senior vice president, Voice Products, UTV Interactive.

“Ninety percent of the ever increasing mobile phone population in India still uses basic mobile phones with key source of entertainment being voice-related products and this, we believe will dominate the entertainment space in the mobile VAS segment,” she added.

The stories will be around Ramayana and deities like Krishna, Shanidev, Ganesha, Durga, Vishnu, Shiva and Sai Baba. It is available in various languages like Hindi, Tamil, Telugu, Kannada, Malayalam, Oriya and Bengali.

“We devised to launch ‘Divya Kathayein’ which would provide the masses in the country with mythological content on the go. This product gives them the opportunity to gain knowledge on their deities anytime and anywhere,” said Tauro.

Mythological stories have so far been well recieved through interesting narrative formats on television like “Ramayana”, “Mahabharata”, “Shri Krishna”, “Sai Baba”, “Dwarkadeesh” and “Jai Jai Jai Bajrangbali” and in movies like “Hanuman”, “My Friend Ganesha” and “Luv Kush”. So, the company was keen to bring an audio version of such stories, which have been passed on from generation to generation.


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