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Discovery India ties-up with Reliance Animation to produce kids IP

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MUMBAI: Discovery Communications India has commissioned Reliance Animation to produce a new disruptive Indian original content series Little Singham, an animation series inspired by the movie Singham. Targeted at kids in the age-group 4-8 years old, Little Singham will make its debut on television in April 2018 on the completely revamped Discovery Kids channel.

Little Singham will be aired in four languages– English, Hindi, Tamil and Telugu. This is the biggest investment made by Discovery Communications India till date in the kid’s original content segment in India. The official release, however, did not mention the numbers.

Discovery Communications India SVP and GM-South Asia Karan Bajaj said, “The scale of investment and the efforts behind Little Singham is symbolic of our intent to be the leader in the kids’ genre in India. The Little Singham IP, undoubtedly our biggest bet till date in the kids’ segment in India, has been shortlisted on the basis of positive feedback in the consumer research. We are confident that along with a world-class animation partner like Reliance Animation we will be able to produce masala faceted series rooted in action, adventure and comedy that will attract the attention of kids in India. In addition, concerted efforts are underway to milk the full business potential of the IP in the most impactful manner.”

Reliance Entertainment COO Shibasish Sarkar said, “Little Singham will set a completely new benchmark for animation in India.  Reliance Animation, led by COO Tejonidhi Bhandare, has currently engaged as many as 250 animation artists on this project and our expectation is that this number will grow further as we get closer to the launch. We are confident about the commitment and approach of our partners, Discovery Communications, and together we will not leave any stone unturned to make this IP successful.”

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