India to get its own Laurel-Hardy in Soori-Poori
May 16 2010 , Hyderabad
Promoted by founder chairman of IT firm, Four Soft Technologies, Hyderabad-based Palred Media and Entertainment that is focused on creation of intellectual property has announced the launch of Soori-Poori characters.
The tales of Soori-Poori will revolve around their adventures of daily urban life. The characters will be available in live action content through cinema and TV shows targeted at children in the age group of 6-12. Soori-Poori will also be developed into 2D and 3D animation characters besides interactive gaming animation in the second phase of development.
According to Palem Srikanth Reddy, Founder of Palred Media and Entertainment the Indian children’s entertainment content is heavily dependent on foreign programme and characters. “Also most of the Indian television series and movies for children are based on mythological characters or historical tales. But characters with relevance to modern India are scarce, it is this gap we are trying to fill with Soori-Poori,” added Reddy.
Two complete scripts for movies have been developed and 52 story ideas have been generated for the TV shows. In the first phase 13 episodes and one commercial feature film will be produced. The production activity will commence from mid-June. The company is in talks with TV channels as the release will be timed with next holiday season during Dussera and Diwali.
According to the company, 92 per cent of children watch TV daily. Animated television programming is growing at 8 per cent per annum. Of the total advertising budget of Rs 25,000 crore per annum, 10 per cent goes to children focused TV programmes. Palred Media and Entertainment aims to leverage this growth. The company is hoping to rake- in revenues of Rs 300 crore in five years.
Palred Media and Entertainment will venture into interactive gaming animation for Soori-Poori in three years, while the 2D/3D animation content will be released in 2011-12. Merchandise inspired by the characters will also be developed in the long term. The company has earmarked an investment of Rs 200 crore over five years.