The biggest Indian movie production house, Yash Raj Films, has signed an exclusive deal in which it will produce shows only for Sony Entertainment Television Asia.

In a first of a kind move for a production house, Yash Raj Films will exclusively broadcast its unique TV content (fiction and non-fiction) on Sony TV. This no doubt strengthens the relationship between Yash Raj Films and Sony TV and proves a big snub for rival channels.

Yash Raj Films has a similar deal in place for its movie library where parent group Multi Screen Media (Sony TV, MAX) can show any movie from the Yash Raj library exclusively on its channels.

“They will be producing fiction and non-fiction content only for us. As they were venturing into TV content production, we thought it best for us to strengthen our existing relationship. We are in the development stage and it would be more realistic to expect the first product to be ready within four months,” says Multi Screen Media (formerly known as Sony Entertainment Television India) chief operating officer NP Singh.

Yash Raj Films chairman Yash Chopra said, “Yash Raj Films has been at the forefront in making feature films for almost four decades. We have created our own space with the efforts of a wonderful team – this collaboration gives us an opportunity of producing television content that we believe in – shows that will engage and entertain the large television audience in India.”

All original content produced by Yash Raj Films for Sony TV will be shown during primetime. Says MSM CEO Man Jit Singh, “We are delighted to be working with Aditya Chopra and the team at YRF to create television content which will be contemporary and engaging for audiences in India. This deal makes great sense because of the obvious ways the two businesses compliment each other.”

Yash Raj Films had earlier plans to launch its own entertainment channel, which now have been scrapped. The production house can now scale up on the TV content front while guaranteeing profitability.