MUMBAI: Percept Ltd has given P9 Integrated CEO Navin Shah additional responsibility of its motion picture division. Shah will now be heading Percept Picture Company (PPC) as its new CEO.

The position of CEO at Percept Picture Company has been vacant since February this year, when Preet Bedi put in his papers.

Confirming the development to Businessofcinema.com, Shah says, "I have been given additional charge of Percept Picture Company. It was a logical extension of my role at P9. The mandate is to take PPC to the next level so as to make it India’s biggest motion picture studio."

PPC currently has three division under its umbrella – motion pictures, television production and ad films. The heads of these divisions namely Rohit Arora, Adib Contractor and Priti Chawla respectively will now report into Shah. "In our motion picture division, we currently have five films on floors. Moreover, we also have some aggresive plans in the television production space. Our business model is to build block by block and create consumer friendly content," informs Shah.

Percept Picture Company has recently acquired Atul Agnihotri’s Hello, which is an adapation of Chetan Bhagat’s book One Night @ A Call Center. Amongst the films that are in various stages of production are Nagesh Kukunoor’s Eight By Ten starring Akshay Kumar and Ayesha Takia, Shamim Desai’s Raftaar starring Emraan Hashmi and Priyadarshan’s untitled film starring Darsheel Safary, which is a remake of Majid Majidi’s Oscar nominated film Children of Heaven. Additionally, Percept has also roped in ace Marathi director Chandrakant Kulkarni (Bindhaasth) to direct a Hindi film.