Yash Raj Films (YRF) is going to produce exclusive content, fiction and non-fiction, for Sony Entertainment Television (Multi Screen Media) in an exclusive content deal. The two media giants joining hands does not come as a surprise afterall.

The Yash Raj camp was already planning to venture into the television broadcasting world and there was also rumoured talks of launching a Hindi general entertainment channel last year. YRF was in talks with various production houses for its entry into the television space.

YRF has an impressive portfolio that includes a music and home entertainment brands, marketing divisions and in-house production units spanning media verticals like televisions, software, ad films and music videos.

An official statement quoted Yash Chopra, Chairman, YRF, saying, “This collaboration gives us an opportunity to produce television content that will engage and entertain the large television audience of the country. When YRF decided to venture into the television space, we felt that an alliance with Sony represented the coming together of like-minded brands.”

Speaking on the announcement, Man Jit Singh, CEO, Multi Screen Media (MSM), said, “With this deal, we hope to create exceptional television content, which will be contemporary and engaging for the audiences.”

Sony is upping its act and enhancing the fiction and non-fiction assemble of shows. Two Balaji shows, Bayttaab Dil Kee Tamanna Hai and Pyaar Ka Bandhan are set to come alive on the celluloid soon.