Maya Entertainment and Leander Paes promoted Leander Sport have tied up to co-produce animated content around sports and fitness, starring sports personalities, reports TelevisionPoint. Not surprisingly, they’re beginning with content around Paes himself. The idea is to create content, and then port it for TV, DVD, Mobiles etc. They’ll begin with a series called ‘The Magic Raquet’, a 26 episode TV series targeting the worldwide market. As Paes put it: “…I can use my achievements in the sporting arena and the popularity generated by my performance to create wholesome digital content…”
Well, not for creating content, but more likely for selling it. This is the latest in a long series of content companies tieing up with stars – mostly Bollywood and Cricketers – for content. Is it a function of the system – that’s it’s easier to convince either a TV co or a mobile operator if there’s a star involved? Or do consumers take to star-studded content more easily? Either way, one probably ends up sacrificing margins for scale.