UTV Interactive’s ‘Divya Kathayein’ launched in Bihar
~Lord Krishna emerges as the most popular deity in the state~
Patna: UTV Interactive, the digital arm of UTV, launched “Divya Kathayein”, an audio product to offer Mythological stories on Indian deities on mobile phones. Available across Airtel, BSNL and Reliance, ‘Divya Kathayein’ offers audio content on various Indian deities – Krishna, ShaniDev, Ganesha, Durga, Vishnu, Shiva, Sai Baba and even Ramayan. Based on product usage, Bihar has witnessed Lord Krishna as the most popular deity followed by Ramayan and Durga.
Top 3 deities in Bihar:
Bihar is a key market and within a short span of two months, ‘Divya Kathayein’ has received an overwhelming response with average usage ranging from 5-7 minutes per user.
‘Divya Kathayein’ offers short 10 minute mythological stories of desired deity on-the-go in seven different Indian languages which include Hindi, Tamil, Telugu, Kannada, Malayalam, Oriya, Bengali. To subscribe, users have to call 50787 (Airtel and BSNL) and 56694222 (Reliance).
Commenting on the sensational response in Bihar, Lavina Tauro, Sr. Vice President, (Audio Products & Music), UTV Interactive said, “Mythology/Devotion based content is a big market and consumed significantly across the country, this goes in tune with our religious orientation. 90% of the ever increasing mobile phone population in India still uses basic mobile phones with key source of entertainment being voice related products and this we believe will dominate the entertainment space in the mobile VAS segment. With ‘Divya Kathayein’ our aim is to reach out to the remotest corners of the country and provide this group with interesting content on the go on their personal phones. Bihar is amongst the key markets for us and we are thrilled with the uptake of ‘Divya Kathayein’ in the state especially Patna. With more content added to the product regularly we are sure that more and more people will choose to be a part of it.”
Available at Rs. 30 per month, Divya Kathayein is updated every fortnightly with a new story released on each deity offered. The one-time payment allows people to call as many times as they like in a month, and pick and choose the deities and languages, including new content that will be added regularly.
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