Filmmaker Yash Chopra, whose Yash Raj Films (YRF) has ventured into television content, says the small screen was a natural progression for his 38-year-old production house. January 1, 2010 will mark the entry of YRF TV, a subsidiary of YRF, with five new shows on Sony Television, reports PTI.
The company has produced five week-end shows, ushering in a pool of new talent comprising writers, directors and actors. The programme with top billing will be Karan Johar's 'Lift Kare De', a reality show featuring 20 top stars of the Hindi film industry.
Mr Chopra said the television arm of his production house was the brainchild of his elder son Aditya, who devoted his energies to set up the television content company after the release of 'Rab Ne Bana Di Jodi' in December last year.
"YRF began on 27 September 1971 when Aditya was a few months old. Twenty five years later, the company crossed its first milestone when Aditya directed ‘Dilwale Dulhania Le Jayenge’ (DDLJ) which created box office history," he said.
"We started our distribution office in India and two years later, in the UK. The second milestone was the setting up of YRF studios in 2004. Television was a natural progression and we hope to bring our cinematic vision to television as well," Mr Chopra added.
He said Sony Television was the natural choice as a partner because YRF's complete catalogue was with the channel and the two had a good business partnership.
Chopra said YRF TV is an initiative to engage and entertain the entire family through content which combines high-quality production values with contemporary story telling, characters, language and environment to which today's family can relate.
NP Singh, chief operating officer of Sony Entertainment Television said the channel is committed to give its fiction shows a contemporary look. "The effects of slowdown were witnessed in early 2009. But the scenario has improved," he said.
'Lift Kara De' features one superstar and his/her biggest fan each week. 'Mahi Way' is a contemporary presentation of a young urban girl, 'Rishta.com' is today's take on the institution of marriage.
'Seven' will be an action-adventure show with cutting-edge special effects while 'Powder' will signal the coming of age of the thriller genre on television, Mr Singh said.
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