Rajat, the younger brother of Sooraj Barjatya who owns Rajshri Productions, is coming up with the first ever serial for mobile phone users in India.

Rajat launched his company Rajshri Media last year that specialises in producing content for new media like Internet, mobile phones and iPods.

The serial for cell phones is Rajat’s second breakthrough in the last 13 months, thanks to the digital technology. His first endeavour was the release of Rajshri’s “Vivah” simultaneously in theatres and online on its website.

Mobile telephone users are currently estimated at close to 220 million. After Internet penetration, which is pegged at 46 million, with an active base of over 32 million in India, Rajat has plans of exploiting the mobile phone medium now.

We are looking at new delivery platforms which could be online delivery, delivery via telecom, delivery via IPTV networks. Essentially, we believe that we need to create content for new entertainment devices, which are proliferating and entertaining audiences.

Earlier there was cinema and TV. Today, PC, mobile phones and devices like iPod are personal entertainment touch points to the audience. So we are looking at these third, fourth and fifth screen (which is PC, mobile and ipod).
For smaller screens, you need a different way of thinking — you have to conceive, develop and produce content in a different way. Just the way TV content is developed, conceived and produced differently than cinema.

When Rajat released “Vivah” online, for the first few days he allowed surfers to download the film for free and later it was sold at Rs 400 ($10) per download. Nine months later, it had sold 6,500 downloads, according to an Ernst & Young report. infotech.indiatimes.com