MUMBAI: Star Entertainment has launched what it claims as the organisation's biggest endeavor in the mobile entertainment space Star 7827 Voice. The interactive audio- service is kicking off with an audio-episode of Star Plus's new prime-time show Karam Apnaa Apnaa.

The audio episode will launch on 23 August, ahead of the soap's premiere, which is scheduled for 29 August.

To explore Star 7827 Voice, mobile subscribers can dial in 127827 from their BSNL mobile phones and say 'STAR' to get a sneak preview of what the new show Karam Apnaa Apnaa, is all about. This service will also be extended to other telecom subscribers in the due course, informs an official release.

This May, Star India had announced a slew of initiatives to enhance & expand its services from television-focused interactivity to entertainment specially created and aggregated for the mobile screen through Star 7827.

Says Star India Interactive senior VP Viren Popli on the new initiative, "Star 7827 is one of the key focus areas of our business and by creating such special content, we have put together an offering that synergizes our programming strength with global learnings of entertainment 'on the go'. We will continue to make such efforts and refresh our content to offer compelling entertainment for our mobile & television consumers."

Adds Star India marketing's Satya Raghavan, "Star Plus' new prime time show Karam Apnaa Apnaa is one of the biggest launches of the year for us, therefore we wanted to extend the service of Star 7827 Voice, first with this show. Going forward we would integrate this interactive service with other ongoing programs of the channel, as well. This platform is really our endeavor to reach the consumer further, and deliver him content at his convenience and time, so he can catch up with his favorite programs, which will help him to be abreast of all that is happening on television, even when he is on the move."