Feeling stressed out? Your mobile can come to your rescue. After releasing 'Shilpa's Yoga' on VCDs in Hindi and English, Mumbai-based Shemaroo Entertainment Pvt. Ltd has now customised video content for viewing on mobile handsets.

Shemaroo's director Hiren Gada, an MBA from the Welingkar Institute in Mumbai, plans to do much more in the entertainment industry - ranging from state-of-the-art studio facilities and using emerging technologies like the broadband, internet, IPTV and mobile among others as carriers of entertainment content that is driving its compounded annual growth (CAGR) at 40 per cent.

In an interview with domain-b's Aruna Rathod, he talks about Shemaroo's journey so far.....

How did the 'yoga on your mobile' idea originate?
In fact, with the Shilpa Shetty VCD we introduced the home video category, which is a non-film category. After that we wanted to give consumers anytime, anywhere access to the same content on their mobile handsets. These days almost everyone has a mobile, you just need a GPRS-enabled handset to access the yoga display. The DVD and digital sales complement each other. Many consumers decide to buy the complete DVD after sampling the videos on their mobile phone. Mobile operators also see value in offering this content to their consumers.

From a circulating book library to DVDs and films, how has the journey for Shemaroo been?
Shemaroo began 25 years ago and has since reached great heights. When we started it was with books, then we went onto to bulky video cassettes which were a rage. With newer technology, video cassettes (VHS) soon became defunct and though it was a loss for us we looked at it as a blessing in disguise and decided to get into into the what was the latest then and introduce it in India, which was CDs and DVDs.

About 15 years ago, we got into satellite and broadcast rights.

Today Shemaroo Entertainment Pvt. Ltd. is an integrated film production, post production, distribution and animation developer. We have a joint venture with the US-based Sony Pictures Entertainment, Sony Entertainment Television in India with 13000 titles and global rights for world rights for 170 films.

You call yourselves content majors. Besides films, what is your content speciality?
Like petrol, it is content that drives the entertainment business. Its not about just films, there is a lot of non-film content that be accessed like discourses by Osho, Deepak Chopra, Shakespeare Classics. We are also targetting the pre-school and primary section.

We also restore films and are currently into restoring Dilwale Dulhaniya Le Jayenge. We have to keep reinventing our business model to remain at the top. We are also into 'Limited Edition' packs for our  artiste and repertoire division, which creates audio-video musical albums. Some films are also made into 'Limited Edition' packs which are specially designed and have with it a history of the film like in the case of Mughal-e-azam. We also have DVDs of Marathi and Gujarati plays.

Shemaroo has got into animation films in a big way. What is the future of animation films in India?
Animation films are picking up and the future is bright. We have made two animation films within two years, which is a record of sorts it takes 18-36 months to make an animation film. It just shows our commitment to the sector. Our film Ghatothkach - Master of Magic established a character and brand while Bal Ganesh was a major hit.

Our animation division is creating animation content for Indian as well as International markets, with an Indian flavoured narrative, which makes it very popular.

How did film production happen?
After so many years into CDs and DVDs, the next logical step was creation. Being into distribution and in the industry it was easier for us to get into production. We made a direct entry into film-making with our films division . Omkara was presented by us, while Manorama Six Feet Under won many accolades. Priyadarshan's Mere Baap Pehle Aap is also a Shemaroo film. In the regional category - Shemaroo's first Marathi film Majha Navra Tujhi Baiko was among the highest grossing movies and Anuranan was a successful new wave Bengali Film.

What about competition in the market?
There are players who are selling products at almost half the price but we are aiming at people who are looking for quality at a good price and we have reached that mid-point equilibrium.

How much time does it take for a movie to made into a CD / DVD?
Four to eight weeks after the title is assigned to us.

In which countries do Shemaroo products sell the most?
The ethnic pockets in the US, the UK, Gulf and Australia are our biggest buyers. Now Singapore, Fiji, the UAE and newly developed markets like East European and North African markets are picking up.

With so many multiplexes in most cities, who are the real buyers of DVDs and VCDs?
VCDs and DVDs sell because people want to see the film at their leisure. Films at multiplexes change too often so if you don't have the time to watch a movie, its gone. So the best way out is to buy a DVD.

Are there any films that don't do well in theatres, but whose DVDs sell?
Yes. There are films like Mera Naam Joker, Hazaron Khwashein Asia among others.

What about the Bollywood apparel section that Shemaroo is into, what is it aiming at?
The Bollywood apparel section, which markets the attire worn by stars is part of the overall marketing strategy to create a "buzz". There is a demand for it as anything to do with Bollywood sells.