TV producer Chanana launches Media Factory

MUMBAI: Former actor and TV show producer Aashish Chanana has launched his company Media Factory to focus on producing five 'crossover' feature films every year.

While addressing the media and invited guests - which included TV industry personalities - Media Factory MD Chanana said: "Media Factory represents the new face of the Indian film industry that is geared to spearhead a radical departure from traditional cinema. The five films will be aimed at a broad audience both in India and abroad." Also present on the occasion were BMG Crescendo head Suresh Thomas and Media factory chairman Dr Charanjit Chanana (former member of parliament).

The following is the list of the five films to be produced: Dreams, Mission Bangkok, Namaste America, Bombay Times and an unnamed one. Chanana added the budget of the movies is tentatively Rs 20-30 million each.

Media Factory has forged alliances with experts who will look after various aspects of film marketing, publicity, distribution and promotion. Ad major Lowe's Lintentertainment will be the marketing arm for providing the requisite support. Lintertainment head Gitanjali Kirloskar said: "It's a pleasure associating with Media Factory. We look forward to create a revolution in the entertainment industry."

Chairman Dr Charanjit Chanana added that the company is focussed on achieving cost savings while increasing production quality, by applying some the risk-free business techniques and technology development techniques in filmmaking.

When asked about TV serials, Chanana said: "I have just finished a telefilm Shoharat. However, Media Factory will concentrate on making films for the big screen. The shooting for the first film, Dreams, will start on in mid September and it should be released by February 2004. Some members of my team will continue to do advertising, corporate films and TV shows but I shall concentrate on the film projects."

Chanana started his career as an actor with a lead role in mainstream feature films. He has produced 1,000 hours of TV software. He produced, directed and acted in Cine Communication centre's telefilm Tasveer opposite Moon Moon Sen which was aired on Doordarshan. He has done TV shows for Doordarshan (Star Show and Ek Mulakat), Zee (Shooting Shooting), Dubai TV (Action Bollywood), Mauritius TV-MBC (Popcorn) His fully integrated state of the art post production has been in existence since a decade.

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