The Economic Times: Here is a story on the craze among Indian mobile content companies in acquiring celebrity rights or as what the industry calls it character licensing. One of the first companies to acquire celebrity rights was Nazara Technologies which acquired Sachin Tendulkar’s mobile content rights sometime last year. The company was rumoured to have struck the deal for “obscene amounts of money” (This ET article says Rs 4 crore; I am not sure about it). Nazara has also signed up with cricketer MS Dhoni. Paradox Studios had recently acquired Baichung Bhutia’s rights. Bollywood celebrities are also signing up with mobile content companies.
While there is hardly any mobile content company who gets paid by operators on time, I am wondering how they can sustain huge payouts to the celebrities.
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