jQuery Grid Plugin - jqGrid

Hi,  Using mouseover I'd like to get the name and value of a cell.

The cell is identified by:

<cell name='mycell'>view</cell>

$(".jqgrow").mouseover(function(e){

     var a = $(e.target).parents('tr:first').text();

     alert(a);

)};

This Gives me the text of the whole row when I mouseover any cell in the table.

How do I use e.target to return the value of the cell or the name of the cell?

Thanks!