Sony Entertainment Television (Multi Screen Media) and Yash Raj Films (YRF) have entered into an exclusive content deal, whereby YRF will produce exclusive fiction and non-fiction content for the channel.
Commenting on the announcement, Man Jit Singh, chief executive officer, Multi Screen Media (MSM), says in an official communiqué, "With this deal, we hope to create exceptional television content, which will be contemporary and engaging for the audiences."
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"When YRF decided to venture into the television space, we felt that an alliance with Sony represented the coming together of like-minded brands," he adds.
Yash Raj had plans to get into the television broadcasting space earlier too, when there was talk of the launch of a Hindi general entertainment channel in 2008. In fact, it was believed that Ravina Raj Kohli had been roped in to head the channel. YRF was also in talks with production houses for its television debut.
YRF already has its own music and home entertainment labels; design, internet, digital, merchandising and marketing divisions; and in-house production units for television software, ad films, and music videos.
Sony is sprucing up its fiction and non-fiction line-up with a slew of new shows, starting with two Balaji shows, Bayttaab Dil Kee Tamanna Hai and Pyaar Ka Bandhan.