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Maya Entertainment and Leander Sport announce joint digital content initiatives

13-March-2008
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Maya Entertainment and Leander Sport announce joint digital content initiatives

Maya Entertainment Ltd (MEL) and Leander Sport Pvt Ltd. (LSPL) have announced a unique arrangement, wherein they will co-produce animated content around sports and fitness themes involving usage of digital images of sports personalities, beginning with tennis ace Leander Paes, across the world for TV, DVD, Mobisodes and other present or future technologies.

These products created by the joint venture would be globally distributed to television channels, DVD and DTH distributors, mobile operators, content aggregators, online stores, etc.

Commenting on this development, Paes said, “It is exciting to know that I can use my achievements in the sporting arena and the popularity generated by my performance to create wholesome digital content for children and youngsters. I have found an able and creative partner in MEL to take this forward and create content utilising digital persona of myself and other global sports celebrities for a world-wide audience.”

Jai Natarajan, Executive Vice President & Business Head, MEL, said, “It is great to work with a multi-talented and passionate legend like Leander Paes. Lea’s creative instincts, friendly screen presence, strong value system and love of animation make him an ideal catalyst for these projects. We have ideated multiple content opportunities and are looking at domestic and international exploitation platforms to roll out the content in the future.”

To begin with, MEL and LSPL will work on an animated TV series, titled ‘The Magic Racquet’, targeting a young audience. The series consists of entertaining content promoting values of active outdoor lifestyle, healthy eating habits, physical fitness and winning mindset, while giving tips about tennis as a sport. The series will have 26 episodes of 30-minute duration each and would be targeted for the worldwide market.

Ara Pararajasingham, Director of LSPL, said, “We are excited about this partnership with MEL. ‘The Magic Racquet’ is the beginning of a stream of engaging content aimed at the active lifestyle market, which is core to our broader corporate strategy. The goal of this venture is to use technology to inculcate the core values of fitness, competitiveness, and patriotism. These are the same values that Leander Paes is known for.”

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