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Dubai Events, Mondo TV forge alliance to produce and distribute Modhesh series worldwide  Join our daily free Newsletter

MENAFN - Emirates News Agency (WAM) - 27/11/2012

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(MENAFN - Emirates News Agency (WAM)) Dubai Events and Promotions Establishment (DEPE), an agency of the Department of Economic Development in Dubai, and the licensors of Modhesh, the popular locally developed cartoon character, has forged a strategic alliance with Mondo TV, one of Europe's renowned animation production and distribution companies, to produce and distribute worldwide an animated cartoon series on Modhesh.

Under the agreement signed between DEPE and Mondo TV, 26 episodes of the Modhesh cartoon series, each of them lasting 13 minutes, will be produced in both Arabic and English, and subsequently distributed on a regional and international level.

The Modhesh series will feature a variety of educational topics that will offer a learning experience to children in an entertaining way that will help inculcate noble values and important lessons in children and contribute toward their character and personality development.

The agreement stipulates that the cost of producing the series and the revenues earned from the distribution and licensing rights will be shared jointly by DEPE and Mondo TV. The agreement also offers Mondo TV exclusive international distribution rights to this cartoon series for a period of five years.

Mondo TV is currently participating in DEPE's pavilion at the "Character Dubai 2012" exhibition, which is being held under the patronage of His Highness Sheikh Majid Bin Mohammed Bin Rashid Al Maktoum, Chairman of Dubai Culture and Arts Authority from November 27-28 at the Dubai International Convention and Exhibition Centre.

CEO of Dubai Events and Promotions Establishment, Laila Suhail, said, "Modhesh, which was launched as a cartoon character during Dubai Summer Surprises in 2000 has become a big hit with children across the region. For the past few years DEPE has been working towards taking Modhesh to the next big level, which is, the international scene. The signing of this strategic partnership with Mondo TV will further enhance our efforts to build on the astonishing fame of Modhesh and turn it into a global icon admired by children around the world." Suhail also pointed out the importance of the licensing and cartoon industry and the great business opportunities offered by this sector, as well as its positive impact on the national economy.

She added, "We have worked hard to develop this cartoon character and transform it into a brand by itself with its own licensing rights, and in the process we have also signed a number of agreements and partnerships with specialized international companies in developing the Modhesh brand. We are confident that the production of the Modhesh series in collaboration with Mondo TV will be a huge step forward on the road to international fame for this lovable children's character." Commenting on the agreement, Matteo Corradi, a member of the Board of Directors and Senior Vice President of International Sales, Mondo TV, expected to finish production in less than a year so that it is ready to be telecast in the UAE next year." Corradi predicted that the popularity of the Modhesh brand will be universal and widespread, especially after the completion of production and distribution of the proposed cartoon series, which will also offer numerous business opportunities for DEPE in terms of the licenses granted on behalf of the brand for many commercial products.

"Character Dubai 2012" is an exclusive trade event for production, marketing and licensing of cartoon characters, animation, and films, and features the most diverse collection of properties and brands. Among those participating will be licensees, distributors, licensing agents, manufacturers, wholesalers, brand '&' property owners, licensors and retailers.

This is the 5th consecutive year in which DEPE is participating in "Character Dubai", and is part of its overall strategy to enhance the visibility of Modhesh and Modhesh World. DEPE, which organizes the annual Dubai Shopping Festival, Dubai Summer Surprises, and 'Eid in Dubai' celebrations, also runs Modhesh World during the summer in Dubai.

Mondo TV's presence at the DEPE stand (S3-621) in Sheikh Saeed Hall No. 3, will provide it an opportunity to promote the Modhesh series to thousands of trade visitors attending the 2-day event.

With his sunny disposition, energy, enthusiasm, and optimism, Modhesh is an embodiment of all that Dubai represents. Created in 2000, Modhesh was launched as the mascot for the region's biggest summer event - Dubai Summer Surprises. However, due to its immense popularity among children and families, it went on to become a character that is loved across the Middle East. Today, Modhesh is a successful brand on its own with a diverse merchandise consisting of over 1,000 products.

The Rome-based Mondo TV, which was founded in 1985, is a public company, listed on the Italian stock exchange. Mondo TV is a pioneer in the field of broadcasting and television production in Italy and, has nine companies under its umbrella, including one of the leading European companies that specializes in the production and distribution of TV cartoons and movies.


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