The mobile division of Rajshri Media is extending its thrust in gaming and animation. After having created games in collaboration with Mauj such as Ski Fun, Dil Deewana, Paise Do Jute Lo and the most popular of all Devar Deewana game based on their famous movies such as Maine Pyar Kiya, and Hum Aapke Hain Koun, Rajshri mobile division is involved in the development of new projects.
The entertainment major which has developed quite a lot of content with gif animation plans to further develop innovative animated products within this category.
It is currently working on creating concepts for games based on several classic films and other properties that it has acquired. According to the company,Games will play a major role on its mobile and web portals which are to be launched later in the year.
Rajshri Media Content Development Head, Nitin Kalra shared with Animation ‘xpress, “Kids content on mobile phones is still an undiscovered market. Mobile phone companies haven’t focused on it as yet as they feel that kids aren’t lucrative customers, but it won’t be long before they realize that it’s actually the kids who determine which mobile phone their parents buy.”
“We discovered a potential market for kids’ products when we launched Barbie and the Magic of Pegasus on mobile phones in December 2005. We treated it more like a promotion activity for the film but when we saw our download reports we were convinced it was a big revenue generator.” He added.
“Hence, we signed with Mattel Toys for releasing more Barbie Entertainment properties and Hot Wheels properties on the mobile phones this year. We have also acquired rights to Karadi Tales content, which will soon be available on mobile networks.” He further added.
The recently announced Airtel-Disney alliance is an indication that operators have started considering kids’ content seriously. It’s just a matter of time before this will become a big business” Concluded Kalra.
The Animation and animated content scenario in the country is warming up in the real sense of the word and it won’t be a long while before it gets firing on all cylinders.