Rudra Matsa Entertainment (RME) is on its way to grow from just being an IP company. Involved in some heavy servicing activities for a while for one of the world’s biggest toy manufacturing company, creating short 2D webisodes, the company’s founder Rudra Matsa is soon going to venture into merchandising as well.
The plan is to tap into the increasing activity on the digital medium by launching weekly videos from new IPs that they intend to create. After that, a range of 40-50 products will be launched as merchandise from these IPs such as stationery, toys and T-shirts. “Rather than just depend on revenue from TV broadcast, we are exploring merchandising and with e-commerce websites being a digital hit in India, it should add well to our sales. In a month or two we should commence sale of our merchandise,” says Rudra.
Apart from the new videos that will be created, the existing ones will also be monetised such as Chotu Pandavas, P5 and Indie Kids. “We would like to represent our properties and merchandises in other countries as well. For this I intend to invest about Rs 1 crore,” boasts Rudra. Indeed, P5 has already been sold in Malaysia and Indonesia recently by its official distribution partner Toonz Animation.
RME is seeking investors to raise capital for expansion. “We are talking to industry folks, banks and equity investors. We want to increase the workforce by 100 more people, 60 of which will be into servicing and 40 into IP creation,” he shares. Currently RME employs about 80 people.
His vision is to create five to 10 digital properties now. “As a service company, we have got good exposure on different platforms and people. We have been able to understand varied design and treatment. We will continue both models: IP creation and servicing,” informs Rudra.
Though most producers crib about low money paid by broadcasters, Rudra feels it has become better than before. “Indian broadcasters are now shelling better money but for normal projects. If you expect great concept, great storytelling and design then there needs to be more money. But it is unreasonable to expect all the money to come from India. You should market your IP well,” he says.
He feels that broadcasters think their maximum target group is between the ages of three to 10 who only like content such as Chhota Bheem while the older ones may actually be inclined to Doraemon or Ben 10. “Broadcasters want others also to produce similar stuff and are resistant to exploring,” he says.
Much like how P5 has travelled out of India, Rudra feels that despite the joy in creating an IP and seeing a story come to life, it is the acceptance by people in the country and abroad that matters a lot as well.
