*Riding the reality format boom, Endemol is stepping up efforts to grab a slice of the fiction content market in India. The company is also planning to foray into regional language content and is in talks with broadcasters like Sun TV, Raj TV and Maa TV.*
*In an interview with *Indiantelevision's *Nasrin Sultana**, Endemol India country head Deepak Dhar also talks about the company's venture into gaming and Call TV format shows.* *Excerpts:* *Does the India division of Endemol own any original format? Are you selling your format show to other foreign broadcasters? *Endemol India owns the rights for the musical show *Mission Ustad* on 9X. The show was produced in association with United Nations. The show featured AR Rehman along with various singers who performed to achieve eight millenium development goals set by the UN. In the show, the contestants also composed and performed original tracks. We are in talks with an UK broadcaster to sell the rights of the show. We hope to seal the deal in two to three months. http://www.indiantelevision.com/interviews/y2k8/executive/deepak_dhar_ed.php -- regards, Vithur ARR in my Heart; His Music in my Blood;
