SET India, Yash Raj expand pact
YRF will produce exclusive fiction, non-fiction for MSMNEW DELHI -- Sony Entertainment Television India parent Multi-Screen Media and veteran Bollywood banner Yash Raj Films announced Wednesday an exclusive agreement where YRF will produce fiction and non-fiction content for the channel.
The agreement builds on the existing relationship between both parties, as MSM and YRF earlier inked an exclusive broadcast deal for all YRF movies, some of which are amongst Indian film's biggest hits.
YRF is headed by iconic filmmaker Yash Chopra while his son Aditya is the banner's creative director.
Details of the shows to be produced and a timeline are to be announced. YRF has forayed into TV content production earlier with two shows produced for Star TV India.
“We're thrilled and delighted to be working with Aditya Chopra and the talented team at YRF to create exceptional television content, which will be contemporary and engaging for audiences in India. Yash Raj Films and Sony Entertainment Television have a long standing relationship and this agreement will further strengthen our ties. This deal makes great sense because of the obvious ways the two businesses complement each other," SET CEO Man Jit Singh said in a statement.
“Yash Raj Films has been at the forefront in making feature films for almost four decades. We have created our own space with the efforts of a wonderful team – this collaboration gives us an opportunity of producing television content that we believe in – shows that will engage and entertain the large television audience in India," YRF chairman Yash Chopra added.