MTV Nets India, Adlabs team for films


NEW DELHI -- MTV Networks India on Monday announced a film co-production agreement with leading Mumbai-based entertainment company Adlabs Films, which has interests in production, distribution and exhibition, among other areas.

The move marks MTV's latest foray into film production here via its production banner MTV Fully Faltoo Films.

Both partners will collaborate on youth-oriented films, with Adlabs handling finance and distribution while both will jointly hold rights including merchandising.

"The tie-up will help us target the youth of the country, a segment that can appreciate new genres of films," Adlabs Films director Pooja Shetty said.

Added MTV Networks Inda managing director Amit Jain: "Given MTV Films' international experience with over 40 film hits including 'Jackass: The Movie,' MTV India's expertise at the unique Indian sense of humor and ... the evolving entertainment needs of Indian youth, it makes perfect sense for us to extend our brand franchise to yet another new platform in India -- films."

MTV Fully Faltoo was launched last year with "Ghoom" (Turn Around), a spoof of Bollywood hit "Dhoom" (Uproar), which was released on video after airing on MTV India and other general entertainment channels. It wasn't released in cinemas.

The first offering from the MTV-Adlabs tie-up is in the planning stages.