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In the past, television channels would disburse ridiculous amounts to acquire film rights. But now due to the economic slowdown in ad revenues television channels are paying less amonut on aquiring satellite reights of movies. So, companies like Mumbai Mantra are scouting for innovative streams of revenue to balance the loss.

Mumbai Mantra, M&M’s entertainment arm, has been producing Bhojpuri and Hindi films, is looking at alternative revenue steams - from areas such as gaming, internet and mobile space.

The group already has its technology platform through Tech-Mahindra to help in these ventures. “We have the readymade technology expertise through our group company and now we have to build creative content to make a foray into these new areas,” said Mr Andrey Purushottam, CEO of Mumbai Mantra. For instance, in the internet space it has decided to create unique Web sites to address issues like women and fashion. “We want to address niche areas that have not been addressed before through the Internet,” said Mr Purushottam. Besides, games based on movies is yet another opportunity that the company is looking at.