MS Dhoni ventures into entertainment space with Banijay Asia to create content across multiple platforms
The 'captain cool's venture, Dhoni Entertainment, has entered into a partnership with Banijay Asia.
Dhoni confirmed the news stating that post his biopic, he was keen on venturing into the entertainment space
The former captain stated that his choice of Banijay Asia was a no-brainer due to their quality content and brand equity
The produced content will be distributed across multiple platforms in India and South East Asian markets.
Mahendra Singh Dhoni, former captain of the Indian cricket team, will now reportedly venture into the entertainment sector with a production house. The 'captain cool's venture, Dhoni Entertainment, has entered into a partnership with Banijay Asia, which is a 50:50 arrangement between Banijay, which creates independent content and former Endemol Shine India managing director Deepak Dhar.
Dhoni confirmed the news stating that post his biopic, he was keen on venturing into the entertainment space. His choice of Banijay Asia was a no-brainer owing to their quality content and brand equity. The produced content will be distributed across multiple platforms in India and South East Asian markets.
“With the entire digital ecosystem evolving, we are seeing a great demand for content. Naturally, it is attracting big personalities. What we need is to bring in players with vision and credibility,” said Dhar. “Together, we are excited as we aim to bring an array of differentiated shows for our audiences across platforms.”
Dhoni stated that the company was open to all subjects and were not restricting themselves to something like sports, owing to the background he comes from. There are reportedly a few projects already in the pipeline which is scheduled to be announced very soon.
A 2016 biopic, titled MS Dhoni: The Untold Story, was made on the cricketer, and it featured Sushant Singh Rajput in the lead.
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