Sony LIV partners with Subhash Ghai's Mukta Arts

The app will air short films created by students of Whistling Woods International.

Sony LIV, Sony Pictures Networks' (SPN) digital video entertainment platform, has announced a strategic partnership with Subhash Ghai's production house Mukta Arts. Under this association, Sony LIV has tied up with the films division of Whistling Woods International (WWI), a communications and media arts schools and its digital venture Connect.1.

Sony LIV will now showcase the short films created by the students of WWI on its platform, thereby giving these youngsters the opportunity to reach out to audiences all over India.

Commenting on the partnership, Uday Sodhi, executive vice-president and head, digital business, Sony LIV, says in a press release, "We are delighted to announce our partnership with Mukta Arts. This will further enhance our extensive content library and allow our users to sample the latest content developed by the upcoming talents trained at Whistling Woods International.

Sodhi further adds, "This association opens up avenues to collaborate with Connect.1 - the digital division of Mukta Arts, so as to create engaging and entertaining content for our users and establish Sony LIV as the premier digital destination for top-quality entertainment."

Subhash Ghai, founder and chairman, Whistling Woods International, and chairman, Mukta Arts, says in a press release, "I congratulate Mukta Arts and Sony LIV for the association which will open a range of opportunities for both brands. Over time, Sony LIV has established itself as the go-to destination for today's mobile-first consumer."

He further adds, "This association will showcase the works of the students of Whistling Woods International, and in the process, help us amplify the reach and recognition of our talented students."