India’s leading television broadcaster Multi Screen Media Private Limited (MSMP), —erstwhile Sony Entertainment Television—has entered into an exclusive agreement with Yash Raj Films (YRF) to produce a mix of fiction and non-fiction serials which will be exclusive for the channel.
According to MSMP spokesperson Uma Sethumadhavan, “The collaboration marks another milestone in the history of TV industry. The serials will be aired by the end of the last quarter of 2009 during prime time.”
According to industry sources, YRF will be earning anywhere between Rs15lakh- Rs20 lakh from each episode from Sony TV.
Man Jit Singh, CEO of MSMP said, "We are thrilled to be working with Yash and Aditya Chopra towards creating unmatched TV content—a mix of fiction and non-fiction serials. The content will be contemporary and engaging for the TV audiences in India.”
Mr Singh said, “Our relations with Yash Raj Films have been longstanding and this alliance will further help in strengthening our ties. This alliance makes great sense because of the obvious ways the two businesses compliment each other.”
“We have a young team and this alliance gives us an opportunity to produce TV content which will connect and entertain large television audience in India,” said a source from YRF.
He added, “Yash Raj Films has been making feature films for almost four decades in India. We were planning to venture into the small screen space since some time now. However, we have deferred the launch for some time. The reason we forged an alliance with Sony TV is to leverage both of our experiences to produce something unique in the world of serials and bring the very best in the TV entertainment space with high quality production values which will appeal to the entire family.”
Over the past 40 years, YRF remained firmly rooted in Bollywood, churning out blockbuster movies like Dhool Ka Phool (1959), Dharmputra (1961), Waqt (1965), Ittefaq & Aadmi Aur Insaan (1969), Joshila (1973), Deewaar (1975), Trishul (1978) & Parampara (1993), Daag (1973), Kabhi Kabhie (1976), Kaala Patthar (1979), Silsila (1981), Chandni (1989), Darr (1993), Dil To Pagal Hai (1997) and Veer-Zaara (2004). Rab Ne Bana Di Jodi,Bachna Ae Haseeno and Dostana (2009) were the biggest blockbuster hits from YRF.