Switzerland keen to market Bollywood

Siddhartha D. Kashyap / TNN / Sep 28, 2006, 01:03 IST

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Serious efforts are being made by Switzerland to venture into a niché area, that of Bollywood merchandising.

PUNE: Switzerland has long been a preferred overseas destination for Bollywood, primarily because of its picturesque locale.
But now with other fast-emerging destinations like New Zealand, Austria or even Croatia, serious efforts are being made by that country to venture into a niché area, that of Bollywood merchandising.
"And why not, particularly when the film industry here has emerged as one of India's biggest exports and producers trying to go global in all aspects of film-making," said Marc Rudolf, director (high technology) of Greater Zurich Area (GZA), who is on a visit to Pune.
Rudolf is in Pune (also went to Hyderabad last weekend) to talk to business leaders and corporate houses, as part of the responsibility entrusted upon him to woo Indian companies set up base in the GZA.

Haryana

Jammu & Kashmir

Haryana

Alliance View
i
Party View

Seats: 90

Results

Majority: 46

BJP

48

CONG

37

INLD

2

AAP

0

OTH

3

Results: 90/90

BJP WON

Source: PValue

Bollywood is, however, not the only area where Switzerland has an interest. "We are also looking at traditional Indian medicine like ayurveda and yoga, besides other growing sectors like life sciences, biotechnology, auto and infotech"Rudolf said, in an interview with TOI.
"Sectors which can generate intellectual property rights (IPR) continue to fascinate us."
On Switzerland's growing interest to invest in Bollywood, Rudolf said, "We would definitely like to cash in on this and be part of the Indian film industry for merchandising rights overseas. With American movies in Europe somewhat losing sheen, Bollywood is going to be the next big trend."
As a beginning to connect people to Bollywood, radio and TV stations in Zurich and other cities in Switzerland have started playing Indian films and songs.
What's more, the Swiss national channel during July-August this year showed Hindi films, including some of the popular Shah Rukh Khan starrers on four consecutive Friday evenings.

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