Top Story

e4m_logo.png

Home >> Media - Others >> Article

Maya Entertainment and Leander Sport announce joint digital content initiatives

13-March-2008
Font Size   16
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.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube