Dubai's Modhesh eyes global TV stardom

  • Share via facebook
  • Tweet this
  • Bookmark and Share

Modhesh, the character used by Dubai to promote its growing retail offering, is to get its own TV cartoon series under an agreement announced on Monday.

Dubai Events and Promotions Establishment (DEPE), licensees of Modhesh, said it has forged a strategic alliance with Mondo TV, a European animation production and distribution company.

Under the agreement, DEPE and Mondo TV will produce 26 episodes of the Modhesh cartoon series, each of them lasting 13 minutes.

They will be produced in both Arabic and English, and distributed on a regional and international level.

The Modhesh series, which will feature a variety of educational topics for young viewers, is expected to be ready to be shown in the UAE next year, a statement said.

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 the cartoon series for five years.

Laila Suhail, CEO of Dubai Events and Promotions Establishment, 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.

"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."

She added: "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."

Matteo Corradi, senior vice president of International Sales, Mondo TV, said: "We are delighted to sign this agreement and work in close collaboration with Dubai Events and Promotions Establishment to produce this series on the amazing Modhesh cartoon character that is so popular in this region.

"We expect to finish production in less than a year so that it is ready to be telecast in the UAE next year."

Created in 2000, Modhesh was launched as the mascot for the region's biggest summer event - Dubai Summer Surprises.

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.

Related:
Join the Discussion

Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.

Please post responsibly. Commenter Rules

  • No comments yet, be the first!

Enter the words above: Enter the numbers you hear:

All comments are subject to approval before appearing

Further reading

Features & Analysis
Bringing Hollywood to the desert

Bringing Hollywood to the desert

The seventh instalment of Fast and Furious — one of the biggest...

Little-known investor poised to score big with Twitter IPO

Little-known investor poised to score big with Twitter IPO

New Yorker Suhail Rizvi has quietly amassed a $1bn 15% stake...

Location… twofour54

Location… twofour54

Is Abu Dhabi’s twofour54 the right place for you to set-up business...

Most Discussed
  • 24
    World's most pierced man refused entry to the UAE

    Tolerance has its limits everywhere including Dubai and those who considered Dubai a lawless circus were held accountable...so thank you Dubai authorities... more

    Thursday, 21 August 2014 10:51 PM - Khalil
  • 23
    Baby NOT on board?

    Some of you cry babies need to get your own personal apartments on the plane ! You cry more then the babies I have seen in my travels. LOL more

    Thursday, 28 August 2014 9:10 AM - Jim
  • 21
    Israel “must be punished” over Gaza, says Dubai police chief

    This high moral ground that Mick is talking abt sound very familiar. May I remind Mick that the US & its British ally alone killed over 1 million innocent... more

    Thursday, 7 August 2014 4:12 PM - Mathew