Chandamama goes multimedia

Chandamama, the comic that has enthralled three generations of Indians, is now trying to keep up with the times. But, supply side is a problem that they are having to deal with. The lack of new titles may be slowing down their expansion plans.

On the cards of the firm is a 95 minute movie which is a result of a tie-up between Chandamama and Toonz Animation. The firm is also looking to make TV serials, studios, make films and develop TV programmes too.

Chandamama is trying to be more contemporary with the newer titles. Chandamama is now looking beyond the traditional stories we must have been used to. The firm is now looking to have science fiction as a genre that it will enthrall its readers with.

"But, there is headroom for everyone. It is a nascent sector," said L Subramanyan, CEO, Chandamama India Ltd. The firm, which over the last year has been making efforts to revive Chandamama and restore it to its former glory. Chandamama has now launched illustrated Ramayana the work on which began 15-18 months ago. According to Subramanyan, repeat sales is the key to this business. We must see a change of product as per demand, he added.

Chandamama was acquired by the Mumbai-based Geodesic Information Systems during mid-2007. Today, Chandama boasts of a circulation of around 400,000. The firm is now looking to multi-media approach to the comic industry.

The online edition, Chandamama.com version 2 was launched in November 2008 with features that enable children to post stories, increased interactivity, shopping cart, SMS contests and archived issues in English, Tamil, Telugu and Hindi.