November 2009

YASH RAJ TIES UP WITH SONY

The masters of Bollywood are adding a new dimension to their portfolio.

In a move that seems to be set to change the way the GEC channels look at their programme content, Yash Raj Films (YRF TV) has signed an exclusive content deal with Sony Entertainment Television in a unique pact. The timing for YRF couldn't have been more perfect.

After investing in films, Yash Raj Films (YRF) through its new company YRF TV, is now diversifying into television production. The company has entered into a partnership with Sony Entertainment Television (now Multi Screen Media Private Ltd), for producing exclusive fiction and non-fiction content for the channel. This was announced by Yash Chopra, chairman of YRF, and Man Jit Singh, CEO, Sony Entertainment Television, and NP Singh, COO of Sony Entertainment Television, last month.

According to Multi Screen Media (formerly known as Sony Entertainment Television India) chief operating officer NP Singh "They will be producing fiction and non-fiction content only for us. As they were venturing into TV content production, we thought it best for us to strengthen our existing relationship. We are in the development stage and it would be more realistic to expect the first product to be ready within four months," .

For Yash Chopra, who is known for cutting smart deals, the opportunity offers a captive content pipeline. Abandoning the adventure of launching a general entertainment channel, YRF can scale up on the TV content front while guaranteeing profitability.

Says YRF chairman Chopra, "Yash Raj Films has been at the forefront in making feature films for almost four decades. We have created our own space with the efforts of a wonderful team - this collaboration gives us an opportunity of producing television content that we believe in - shows that will engage and entertain the large television audience in India."

Man Jit Singh said the partnership would create exceptional television content, which will be contemporary as well as engaging.

Sony, which is on the revival path, will air the YRF shows in prime time. Says MSM CEO Man Jit Singh, "We are delighted to be working with Aditya Chopra and the team at YRF to create television content which will be contemporary and engaging for audiences in India. This deal makes great sense because of the obvious ways the 2 businesses complement each other."

Clearly, the reverse osmosis process has begun. It is not just the TV content companies such as UTV and Balaji Telefilms that are stepping into Bollywood; movie studios are ready to dive into the TV content business as well.

Yash Chopra said, "Yash Raj Films has been making feature films for almost four decades. We have created our own space with the efforts of a wonderful team. This collaboration gives us an opportunity to produce television content and shows that will engage and entertain the large television audience in India".

NP Singh said, "TV is the biggest mass medium in India and this collaboration between Sony Entertainment Television and YRF will bring the very best in TV entertainment with high quality production values." n