MUMBAI: Subhash Ghai promoted Mukta Arts has finally taken the plunge into television software.

The company informed BSE India that Mukta Prime'3 Teleworks Pvt Ltd will be a subsidiary of Mukta Arts Ltd and has already commenced shooting for its first project Archana Aaa-Haa from 15 September. The programme is slated to go on air from the first week of October 2002.

Company director Meghna Ghai (whose father is noted Hindi film director Subhash Ghai), who is also in charge of Mukta's international business has been quoted as saying: "Mukta Arts' foray into television software is a well considered move and comes after a close analysis and evaluation of the dynamics of the industry. The new initiative is a part of our overall strategy to de-risk business model of Mukta Arts from the previous focus on blockbuster films alone." An initial budget of Rs 30 million has been set aside for Mukta Prime'3 Teleworks, it is learnt.

The division will develop a number of drama series, talk shows, serials, sitcoms and telefilms for various channels, the company has announced. Apart from Ghai, the company has roped in television personalities Archana Puran Singh and Parmeet Sethi and Shenaz Nadirshah as the marketing manager of the venture.

Mukta Prime'3 plans to produce shows for Indian and foreign networks, a company statement said.