October 7, 2009 10:29:57 AM IST Bollywood Trade News Network
Sony Entertainment Television (now Multi Screen Media Private Limited) -has entered in to an exclusive agreement with Yash Raj Films (YRF), India's premier studio. YRF will produce exclusive fiction and non-fiction content for the channel.
This was announced jointly by Yash Chopra, Chairman YRF, Manjit Singh, CEO Sony Entertainment Television and NP Singh, COO of Sony Entertainment Television. The collaboration marks another milestone in the long standing relationship between the two companies.
Commenting on the announcement, Manjit Singh, CEO of Sony Entertainment Television said, ''We're thrilled and delighted to be working with Aditya Chopra and the talented team at YRF to create exceptional television content which will be contemporary and engaging for audiences in India''.
He further said: ''Yash Raj Films and Sony Entertainment Television have a long standing relationship and this agreement will further strengthen our ties. This deal makes great sense because of the obvious ways the two businesses compliment each other.''
Yash Chopra, Chairman YRF said, ''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''.
He added,'' When YRF decided to venture into the television space, we felt that an alliance with Sony Entertainment Television, India’s leading broadcaster, represented the coming together of not just two organizations, but the teaming up of like-minded brands committed to creating excellent content.''
Said NP Singh, COO of Sony Entertainment Television ''Aditya Chopra has proven himself to be a true visionary and leader in the Indian entertainment industry and YRF has excelled in everything they have done. Television 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 which will appeal to the entire family.''