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Ex-President, Balaji Telefilms floats Prime Movies International

21-May-2004
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Ex-President, Balaji Telefilms floats Prime Movies International

The entrepreneurial bug leads Ajay Patadia, erstwhile President, Corporate Affairs, Balaji Telefilms to float Prime Movies International (PMI), a production and distribution house.

PMI is a group company of Prima Entertainment (Indonesia) & Cathay Holdings Organisation (Singapore). Patadia is at the helm of PMI’s activities as its Managing Director & CEO. The company’s main focus in the Indian market would be in the areas of television software, film production, and exhibition and distribution business.

Talking about his new assignment, Patadia said, “It is a very challenging assignment for me. The concept behind the venture germinated when the South East Asian partners decided to establish a foothold in India”. The company is already in discussion with many TV channels for getting a part of the production pie.

When asked how does he view competition from existing players in the television production space, Patadia responded, “PMI is actually in talks with the established players in India to work together for crossover TV serials”.

He further added, “There is more to PMI than production and distribution. We will be involved in the creation of television software in different genres for satellite & terrestrial networks in Hindi as well as in regional languages”.

One of the projects of PMI will include the adaptation of Prima Entertainment’s library for the Indian markets. “Prima is Indonesia’s leading media company producing highly rated prime time shows. It has produced over 330 TV movies under the brand FTV, a household brand in Indonesia. PMI will leverage on the infrastructure and facilities of Prima Entertainment and produce cross-over serials for the Indian audience,” said Patadia.

Apart from television software, the company is also eyeing the film production space. PMI’s target is to produce 3 to 4 feature films in a year with budgets in the range of US$0.4 million. In terms of the kind of films that they are planning to produce, Patadia informed that apart from outside concepts and their own, they are also looking at adapting the group companies popular telefilms made for Indonesia’s television channels to be made into feature films for India.

The company is also looking to set up multiplexes and get into the films distribution business in a big way. However, Patadia refused to divulge much information in the area as the plans are still at a nascent stage.

Speaking about Cathay Holdings, Patadia said that it is a recognised player in the field of distribution of movies worldwide and owns and operates over 40 screens in Singapore and Malaysia. Cathay Holdings is Singapore’s first cinema operator to boast of ISO 9002 certification in 2000 by Singapore Productivity and Standards Board.

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