Television was natural progression: Yash Chopra

Filmmaker Yash Chopra, whose YRF film company has ventured into television software, says the small screen was a natural progression for his 38-year-old production house.
       
January one, 2010 will mark the entry of YRF TV, a subsidiary of Yash Raj Films (YRF) on Sony Television.
       
The company has produced five week-end shows ushering in a pool of new talent in form of writers, directors and actors. The highlight would be Karan Johar's Lift Kare De, a reality show featuring 20 top stars of the Hindi film industry.
      
Chopra said the television arm of his production house was the brainchild of his elder son Aditya, who devoted his
energies to set up the television content company after the release of Rab Ne Bana Di Jodi in December last year.
       
"YRF began on September 27, 1971 when Aditya was a few months old. Twenty five years later, the company crossed its first milestone when Aditya directed Dilwale Dulhaniya Le Jayenge which created box office history," he said.
       
"We started our distribution office in India and two years later in UK. The second milestone was setting up of the YRF studios in 2004. Television was a natural progression and we hope to bring our cinematic vision on television as well,"
Chopra added.
       
He said Sony television was the natural choice as a partner because YRF's complete catalogue was with the channel and the two had a good business partership.

Chopra said YRF TV is an initiative to engage and entertain the entire family through content which combines high quality production values with contemporary story telling-characters, language and environment to which today's family can relate.

NP Singh, COO of Sony Entertainment Television said the channel is committed to give its fiction shows a contemporary look.

"The effects of slowdown was witnessed in early 2009. But, the scenario has improved," he said.
      
Lift Kara De features one superstar and their biggest fan each week. Mahi Way is a contemporary presentation of a young urban girl, Rishta.com is today's take on the institution of marriage.
       
Seven will be television's first of its kind cutting edge special effects action adventure show while Powder will see coming of age of thrillers on television, he added.