Paris – Novovision has signed a coproduction agreement with Greymatter Entertainment, a multiplatform production company based in Mumbai.

The deal builds on Novovision’s growth in the Indian sub-continent, where its programming already airs on four channels. It further underlines the popularity of Novovision’s comedy shows in the Asia/Pacific region, which accounts for more than 50% of the company’s sales. 

The partnership with Greymatter involves the production of a new range of candid camera shows in the Junior Hidden Camera series, in which kids play pranks on other kids or adults. In total, 1,200 gags will be filmed locally with Indian participants.

“Greymatter brings us great professionalism and the sense of humor that is a core part of Indian culture,” said François-Xavier Poirier, President of Novovision. “A coproduction like this reflects our wish to continually innovate and renew the genre, and to adapt it to regional audiences, building on our decade of experience in the hidden camera field.”

This latest partnership will allow Novovision to launch a new series of Junior Hidden Camera at the upcoming MIPTV market, comprising 52 episodes of 22 minutes, made up of gags filmed in North America, Europe and Asia, including the Indian productions.