SESAME INDIA NAMES MIDITECH AS PRODUCTION PARTNER
New York, NY, and New Delhi, INDIA, September 30, 2005
Supporting India’s Sarva Shiksha Abhiyan (universal access to education) initiative, the nonprofit educational organization, Sesame Workshop and Indian kids’ entertainment leader, Turner, have announced the production partner for Sesame India, the Indian adaptation of world renowned children’s series Sesame Street set to debut on Cartoon Network and POGO in 2006.
Miditech, one of India’s leading production companies, with a strong track record in creating innovative content for children in different age groups, were named producers for the series. The team recently spent an intensive two weeks in New York to begin creating the series’ characters and set, which will be further developed in Delhi. Miditech’s writers and puppeteers were trained by the best US-based counterparts to hone their already extensive skills. In-studio production for the 65 half-hour episode series will begin in February. The country’s rich cultural diversity will also be reflected in the music and regionally produced live action and animation films.
To address the local needs of children and to ensure relevance and resonance, Sesame India will incorporate an innovative curriculum developed by Dr. Asha Singh, Head of Research, Sesame India, and other Indian educators. In addition to teaching basic cognitive skills such as literacy, Sesame India will represent the vibrancy of India’s multi-culturalism. The series will celebrate the similarities and differences that are part of children’s every day lives.
“We are proud to have been selected as the producers for an innovative new series for India’s children,” said Niret Alva, President, Miditech. “We will intimately work with two of the top media companies in the world to ensure a truly local and culturally-relevant program that is authentic and distinct.”
Ian Diamond, Senior Vice President and General Manager, Turner Entertainment Networks Asia, said, “Having successfully shaped the kids’ television genre in India, and drawing on our decade long experience, we will push the boundaries and redefine, yet again, meaningful television for young kids in India.. The collaboration will combine the rich understanding and unique expertise of each partner, to create ground breaking, premium quality content that is guaranteed to stimulate and engage young kids.”
“Sesame India will provide daily access to millions of children with quality educational content based on a curriculum determined by Indian educators with intentions of achieving measurable impact,” said Gary E. Knell, Sesame Workshop President and CEO. “Our goal is to work with the most innovative partners, which we have, to educate and entertain India’s children in a culturally sensitive manner, and encourage them to laugh, learn and grow.”
In addition to the television series, educational outreach materials and activities will be developed to enhance the impact of the educational messages and to provide parents and caregivers tools to help their young children.
Sesame Workshop is a nonprofit educational organization making a meaningful difference in children's lives around the world. Founded in 1968, the Workshop changed television forever with the legendary Sesame Street. Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research methodology to ensure its programs and products are engaging and enriching. Sesame Workshop is behind award-winning programs like Dragon Tales and Sagwa, The Chinese Siamese Cat, Pinky Dinky Doo and ground breaking multimedia productions in South Africa, Egypt and Russia. As a nonprofit, Sesame Workshop puts the proceeds it receives from sales of Sesame Street, Dragon Tales and Sagwa products right back into its educational projects for children around the world. Find the Workshop online at www.sesameworkshop.org.
Turner’s Cartoon Network and POGO are the # 1 and # 2 television destinations for kids in India. Having shaped kids’ television in India, with the launch of Cartoon Network in 1995, Turner created another milestone with the launch of POGO, a multi-genre channel for kids and their families in 2004. Recognised as the resident kids experts with a 360-degree presence through successful on-air and on line presence, ground-events, promotional licensing, product licensing, publishing, CD ROMS, etc, Cartoon Network and POGO, with an intelligent mix of live action, documentaries, movies and animation, offer a complete entertainment package for Indian kids.
Part of the Time Warner Company, Turner International India Pvt. Ltd. is the arm of Turner Broadcasting System. Inc. (TBS) charged with the sales and marketing of Time Warner’s news and entertainment services in India and South Asia.
The Sesame India project consists of two phases: development and implementation. The development phase was funded by USAID. Turner will provide support for the television series and some of the educational outreach. Sesame Workshop partners with organizations who share in its mission – creating engaging content to help all children reach their highest potential.
Contact
Ranjita Menon
Turner Entertainment Networks Asia
+852 9042 1355
ranjita.menon@turner.com
