The banner behind the big Bollywood hits including “Maine Pyaar Kiya”, “Hum Aapke Hain Kaun” and “Vivaah” will now offer the first ever serial for Indian cell phone users.

Rajat, the younger brother of Sooraj Barjatya who owns Rajshri Productions, has made announcement about the launching of the 90-episode series, which is specifically intended for mobile phones, by the end of January 2008.

Mr. Rajat said, “I hate to use the term first. I would rather say that we are among the first to make a serious attempt at doing this. We have produced a 90-episode series, with three minutes per episode, and it is in the humour genre.”

Each episode will have total duration of around three minutes, with the series set in the comedy genre.

Launched in 2006, Rajshri Media specializes in creating content for new media like the mobile phones, Internet and iPods.

The serial for cellphones is Rajat’s second breakthrough in the last 13 months. The overall thanks go to digital technology. His first attempt was the release of Rajshri’s Vivah concurrently in theatres as well as on the web.

"We are going to put the serial out towards the end of January. It's very desi, compelling and one of its kind and I think people are going to love it," Mr. Rajat said.

Hope people praise and accept it. It will successfully entice viewers as differently as the way TV content is developed, conceived and produced, he added.