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NEW
DELHI: Maya Entertainment Ltd (MEL) and Leander Sport Pvt.
Ltd. (LSPL) will co-produce animated content around sports
and fitness themes using digital images of sports personalities.
This
will begin with Indian tennis ace Leander Paes, Indian Tennis
ace, across the world for TV, DVD, Mobisodes and other technologies.
The
products created by the joint venture will be globally distributed
to television channels, DVD and DTH distributors, mobile operators,
content aggregators, online stores, etc, a statement from
MEL says.
To
begin with, MEL and LSPL will work on an animated TV series
presently 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 half an hour each and will be targeted for the worldwide
market.
Commenting
on this development, Leander 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.
"As
a father and national sports figure, I feel it is my duty
to impart love for sports and an active lifestyle so the next
generation can develop the mindset of champions both on and
off the field. I have found an able and creative partner in
MEL to take this forward and create content utilizing digital
persona of myself and other global sports celebrities for
a world-wide audience."
MEL
executive VP & business head Jai Natarajan said, "It
is great to work with a multi-talented and passionate legend
like Leander Paes. Lee'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."
LSPL
director Ara Pararajasingham 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."
MEL
MD & CEO Ronald D'mello said: "After commencing an
international science-based co-production for TV series called
"Cosmic Quantum Ray" and launching the production
of a mythological feature film, we are excited to get associated
with Leander in developing innovative content from our studio."
MEL
was established in 1996 and is engaged in the businesses of
production of live action / animation content, service outsourcing
in animation and visual effects, and franchised education
in entertainment media.
Its
previous animation productions include BAFTA nominee "The
Tale of Jack Frost", Neopets 'The Darkest Faerie', Rainbow
Films' "Tommy and Oscar", and "Weather Kids"
for international clients.
MEL
is owned by a group of investors including Enam Securities,
Intel Capital and Bhukhanvala Holdings.
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