WildBrain Spark to Launch Eena Meena Deeka YouTube Channel

WildBrain Spark has signed a deal with Cosmos-Maya to grow the non-dialogue comedy series Eena Meena Deeka on YouTube and other AVOD platforms.

WildBrain Spark and Cosmos-Maya will co-finance season three of the 2D animated kids’ series. The new season will roll out alongside season one of the series on the first-ever exclusive YouTube channel for Eena Meena Deeka, which WildBrain Spark will launch and manage on its network.

WildBrain Spark will hold AVOD and other distribution rights for seasons one and three of the show, outside India and the Indian subcontinent, and will also spearhead ad sales for Eena Meena Deeka on AVOD platforms in the same territories. Cosmos-Maya retains global linear television rights for the series. Worldwide rights for season two are held by Netflix.

Jon Gisby, executive VP and managing director at WildBrain Spark, said: “Season one of Eena Meena Deeka has been a top performer on WildBrain Spark’s hub channels, and we know from our data that its humor and non-dialogue format keep audiences engaged around the world. This hilarious original IP from Cosmos-Maya represents an ideal opportunity to leverage WildBrain Spark’s expertise in reaching kids and families through YouTube channel management, digital IP strategies and direct ad sales. We look forward to working with Cosmos-Maya to grow Eena Meena Deeka as we extend the brand’s reach with an official channel and new original content.”

Anish Mehta, CEO of Cosmos-Maya, said: “This is a huge leap for brand Eena Meena Deeka. Our belief in the brand’s universal storytelling has been proven by its global digital success to date and WildBrain’s digital distribution enabled it to expand much further. There are also more 360-degree initiatives in the offing from Cosmos-Maya.”

Devdatta Potnis, senior VP for revenue and strategy for Cosmos-Maya, added: “It is fair to say that we are moving towards a media-agnostic space. Eena Meena Deeka has proven that content today transcends borders and languages much faster than previous times allowed. We can attribute a lot of this to sweeping technological changes and consumer behaviors, which have led producers to recognize the need for creative deal structures that can facilitate good content with the potential to reach maximum audiences globally, and also mutually benefit all business entities involved. WildBrain Spark shares our belief and we have immense confidence in them and in the potential the third season of Eena Meena Deeka holds.”