STAR India will foray into film production via a joint venture with UTV, which will see the two co-producing three films, details of which have not been revealed. STAR will use its entire cross media marketing muscle to promote the films in India and worldwide.
The deal has been structured such that STAR will own the TV rights in perpetuity worldwide while UTV will have the rights to theatrical and home video releases. The movies are slated to have a full-fledged theatrical release with the three to be telecast on the small screen a year after its successful launch.
Says Ronnie Screwvala, chief executive officer, UTV, "Viewer ship trends, structuring and the way movies are being conceptualised, produced and distributed is changing rapidly. Our domain expertise in media over the last two decades will be of great strength in this joint venture."
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