Ekta's company to produce online content for her show's viewers

PS: It will provide adult content, as well!

Ekta Kapoor's software-manufacturing company Balaji is branching into a totally different direction. The company will now branch out into making movies and soaps - and that too of a kind contrary to the Balaji image - for mobile phones and the internet.

In other words, while mobile companies will get ongoing Multimedia Messaging Service (MMS) clippings of long-running sagas, the internet will be provided with videos, the kind seen on YouTube .

Run by young blood
The content, say sources from Balaji, would be geared to the young collegians unlike the soaps targetted at housewives. Says Ekta, "Let me make it very clear that Balaji and I have nothing to do with this new venture.

It's being helmed and carried forward by a vibrant, young and cool team. And I don't fit into their scheme of things. I don't interefere at all. I don't even know what the new section is up to."

A massive search has been launched for a name for the mobile-internet branch. She adds, "It should be hip and trendy and should not clash with Balaji's conservative reputation. I'd never have a kiss in one my soaps. But these youngsters on the internet and cell phones like their entertainment spiced up and adulterated...or 'adult-rated'. We'll cater to that lot."

Naam kya hai?
A massive nationwide contest will be launched for name to Ekta's new brain-child, "If someone within our core group of doesn't come up with the right name for the mobile-internet branch then we'll search elsewhere for the name."

In fact, the infamous audition where contestants were asked to kiss, was for the cellphone-internet company. "That's why I was clueless about it. Just how the guys and girls in the new branch of our business go about their work, is entirely their business. If they goof up, they need to take responsibility. I am too immersed in my soaps to worry about what's going on, in the rest of my company."