Financial Daily from THE HINDU group of publications
Saturday, Jan 07, 2006
Financial Daily from THE HINDU group of publications Saturday, Jan 07, 2006 |
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Marketing
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Strategy Variety - Entertainment & Leisure Toonz, Impact Vision team up to produce Mahabharat Our Bureau
Thiruvananthapuram , Jan. 6 TOONZ Animation India has inked a memorandum of understanding with the Mumbai-based production house, Impact Vision, to produce the epic Mahabharat in an `attractive' format by combining animation, lyrics and music. The song sequences in Hindi will be suitably strung together to create standard half-hour episodes for television, Mr P. Jayakumar, Chief Executive Officer, Toonz Animation, based in Technopark here, announced on Friday. Mr Satish Mutatkar, Chief Executive Officer, Impact Vision, is also the writer of the peer-reviewed lyrics for the animated feature film Hanuman. Singers Sonu Nigam, Shankar Mahadevan, Shaan, Kailash Kher, Vijay Prakash, Madhushree and others have lent their voice for the songs. Originator of the concept and writer of Geet Mahabharat, Mr Mutatkar will be the creative director of project as well. "This is a very interesting project for the studio," said Mr Jayakumar. Creating an animated show that completely hinges around music is a real challenge. "This is part of our initiative to encourage programming with strong Indian roots alongside original shows for the American and European audiences," Mr Jayakumar added. According to Mr Mutatkar, Mahabharat was simply the greatest story ever told. "Modern animation and music provides us with the right tools to take it to any audience." Hanuman has already demonstrated that there is a huge family audience for animated mythological subjects presented in a contemporary and attractive manner, Mr Mutatkar added.
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