Ram And Ria - Now Online and On A Mobile Screen Near You
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Ram is a techie, nerdy, stuck-to-the-roots, traditional South Indian in his late 20’s. Ria is the suave, stylish, cosmopolitan Mumbaiker in her early 20’s. Fate plays cupid and in spite of being complete opposites, they fall in love in a hurry and marry in haste. And now, they will be available Online and a Mobile screen next to you.
RamAndRia.tv is a sitcom (situational comedy), produced by PixelKraft especially for the digital medium i.e. web and mobile. These are the same people who launched Indibiz.tv – a website for advertisements which we blogged about here.
We have talked about Mobile TV in our post Kyunki Mobile Bhi Kabhi TV Hoga and online video gaining momentum before. We stressed the need to create exclusive content for Mobile Screens. The move by PixelKraft can be seen as a step in this direction.
In recent times, there has been a shift in media consumption with people spending more and more time online. People are now beginning to consume entertainment less on other mediums and more on the move and alternate screens. Original entertainment content created for the alternate screens like the internet or mobile phones which require short format content is still scarce. Most of the videos posted online are either low quality rips of television content such as serials, news clips, music videos or personal home videos. The short format content or micro series, like RamandRia.tv, also provide brands an innovative branding opportunity and help them increase their brand presence on the internet and mobile platforms.
Specialized content production for new channels like mobile phones and internet is definitely here to stay. We just can’t wrap “Kaun Banega Crorepati” in a mobile video format and serve the audience. Availability of exclusive, made-for-mobile content is what will drive the adoption of Mobile TV. Otherwise, what stops them from downloading the same stuff from the internet rip sites and watching their favorite TV program again and again? An increased participation by users in the content creation is something that one can expect as the next logical development.
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