MUMBAI: With the fast-growing mobile phone market in India, Purple Fire Films has announced special content products for mobile phone users including films and music videos specially purposed and customized for mobile phone viewing. According to Flynn Remedios, Executive Producer for Purple Fire Films, the Mumbai-based production house has planned to produce over 50 music videos and about 10 films for the mobile market during 2010 itself. Company sources said that the films will be of 30 to 50 minute duration, while the remix and original music videos would range from 4 to 6 minutes each. We have done extensive research on the subject. Mobile content users or viewers have an attention span of not more than 5 to 20 minutes at a stretch. Our products will keep in mind this factor, said Remedios.

In addition to mobile films and music videos, we will produce music videos and films completely shot with high-end mobile phones from start to finish. The first-cut or rough edit of our first mobile remix music video starring Tamil actress Neelakshi Singh has been released on You Tube. This is just a test case and is based on remix editions of three popular Bollywood numbers. Two more such mobile music videos are in the pipeline and will be released in April 2010. The salient feature of this product is that it has been wholly shot with a high-end mobile phone, explained Flynn Remedios.

The company also plans to produce A-rated mobile music videos and films for a mature audience and the international market. Says Remedios, If Ekta Kapoors Balaji Telefilms known for its family soaps and saas-bahu content can start producing spicy adult fare like Love, Sex aur Dhokha, Purple Fire Films sees a tremendous market for such similar content specially produced for mobile phone viewing.

Sources elaborated that Purple Fire Films is hedging its bets on the mobile content market and is expecting a distribution and marketing tie-up with a big Indian player in the coming weeks. We are talking to several content providers for a distribution and marketing tie-up for our products and hope to make an announcement soon, said Remedios, refusing to mention any numbers or names.

The company plans to generate revenue through in-film and in-video subtle adverts and logo placements, say sources. Download costs or charges would be kept to the minimum to encourage even low ARPU users to download and use these products.