With young audiences in mind, media firm UTV’s digital arm UTV Interactive has launched a new ‘Divya Kathayein’ service that will enable users to listen to stories of Indian deities on their handsets.
“Indian mythology is one of the richest elements of our culture and a large number of stories have been passed from generation to generation either by word of mouth and carefully stored scriptures,” UTV Interactive Senior Vice-President (Voice Products), Ms Lavina Tauro, said.
In today’s age of nuclear families, people still want access to these stories and tales, which were often told by grandparents, and ‘Divya Kathayein’ offers this on a friendly platform like the mobile handset, she added.
‘Divya Kathayein’ will have stories of various deities like Rama, Krishna, Shanidev, Ganesha, Durga, Vishnu, Shiva and Shirdi Sai Baba. The service is available in various languages like Hindi, Tamil, Telugu, Kannada, Malayalam, Oriya and Bengali.
“Mythology has received high interest from audience, be it the Ramayana, Mahabharata, Sai Baba or Shri Krishna. There are movies like ‘Hanuman’, ‘My Friend Ganesha’ and ’Ghatothkacha’, which have been made and that shows the success of the concept,” Ms Tauro said.
The company is in discussion with various operators for the service. It has already partnered Reliance Communications, on whose network the service is available for Rs 30 per month.
“We are starting with 5-6 stories, which will be refreshed every fortnight. So, there would be about 10-12 new stories every month that people will have access to,” Ms Tauro said.
UTV Interactive has another service, ‘Audio Cinema’, which is a 20-minute narration of a three-hour movie.
“Another factor that led UTV to launch content on mythology on mobiles is the success of our flagship product — Audio Cinema. While Audio Cinema is based on movies alone, the phenomenal success in just two months of its launch reiterates that voice products are in huge demand in the country, as long as the content appeals to the audiences,” Ms Tauro said.