Creative Eye to tap new media platforms

MUMBAI: Dheeraj Kumar’s Creative Eye is now eyeing media platforms like IPTV, mobile and radio to exploit 4000 hours of content for which it owns Intellectual Property Rights (IPR).


To begin with, Creative Eye will start rolling out mythological content. The company owns 500 hours of content for three programs- Om Namah Shiva, Shri Ganesh and Jap Tap Vrat. These have further been dubbed into Tamil, Telegu, Kannada and Malayalam, thus making it 2500 hours of content. In the financial year 2000-01, PricewaterhouseCoopers valued the three programmes at Rs 30 crores.


“Since we have the IPR for our older programmes, which were telecasted on Doordarshan, the new media platforms are proving as additional source of revenues,” says Creative Eye chairman and managing director Dheeraj Kumar.


The above mentioned programmes have various mythological songs sung by singers like Asha Bhosle, Kumar Sanu and Mahalaxmi Iyer amongst others. These will be provided as mobile ringtones and songs. “Apart from this, audio visuals based on Ashtavinayak or Navdurga will be created and made available for viewing on mobile phones,” says Kumar. Creative Eye has also tied up with a content aggregating company for the same.


“On the IPTV front, we have tied up with Times Brodband to aggregate content on experimental basis on the MTNL platform. To begin with we are providing 100 hours of content to them,” informs Kumar.


On radio, 15 – 20 minute radio-plays will be created from the available content by adding voice over. This will primarily be aired during morning hours. “Considering that the government has issued many more radio licenses, we are confident this content will be in demand,” says Kumar.


Commenting on his focus towards mythological content Kumar says, “Any content, which reflects Indian culture and heritage always has high demand, not just in India but also overseas. These days people do not have time to read mythological books, so such audio visuals help in enlightening them.”


Currently Sony is airing repeat runs of these programmes, which Kumar says further highlights the fact that mythological content is in demand.