Adlabs and MTV Networks India today announced that they will co-produce films targeted specifically at the youth and release them across key markets in India. These films would be in the domain of key youth interests, including humour.
Adlabs and MTV Fully Faltoo Films would cooperate to finalise the script, the cast and the director for the same. All rights for these films would be jointly owned by Adlabs and MTV. The first film will release shortly and specific details on that will be announced later.
Aimed at strengthening the bond Adlabs and MTV enjoy with the youth of the country, both the players will leverage their respective customer touch points to promote these films through ground promotions, television, outdoors, merchandising and youth hangouts amongst others.
According to Pooja Shetty, Director, Adlabs Films, "We are very enthusiastic about our tie-up with MTV as this will help us to specifically target the youth of the country - a segment that can appreciate new and unique genres of films and will set the trends for years to come. They are an extremely important audience for Adlabs.”
Speaking of the alliance, Amit Jain, Managing Director - MTV Networks India, said, "We are excited to partner with Adlabs in this unprecedented initiative that is bound to change the paradigms of in-theatre youth entertainment”. Commenting on MTV's foray into films, he added, "Given MTV Films' international experience with over 40 films including hits like 'Jackass - The movie', MTV India's expertise at the unique Indian sense of humour and, last but not least, evolved entertainment needs of the Indian youth, it makes perfect sense for us to extend our brand franchise to yet another new platform in India - films”
Courtesy: IndiaFM.comAccording to historic recordings concerning the music of India, prior to the 13th century there was primarily one type of musical form. But with the invasion of the Mughals, the music of north and central India blended with the Mughal influences of Arabia and Persia bringing into being Hindustani music. On the other hand the Carnatic music of the south has remained untouched by any kind of external influences.
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One of oldest music forms known as Sama was developed during the Vedic period, which stretched from 1500 to 500 BC. The hymns that were penned by the learned men of that age were put to tune. Ever since the history of Indian music saw continuous evolution from the devotional folk to the present day structural form based on the melody and rhythm, also called raga and taal, respectively.
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