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ENTERTAINMENT
PORNNALAT PRACHYAKORN
Blu Fairy Co, a visual effects and animation subsidiary of RS Plc, plans to launch its first 2D animation series PongLang La-On aimed at children and family audiences. It expects to generate 30 million baht from the series this year. The cartoon series would feature the adventures of three children, Eed, Lala and Lulu pursuing the legendary magical kaen (the northeastern musical instrument).
The three main characters are based on RS's famous band PongLang Sa-On, which has earned over 500 million baht through sales of three albums and concerts. RS, the country's number two entertainment firm, hopes animation would help expand its target customers to family groups from its usual teenage pop-music fans, said Yanyong Akrajindanon, senior executive vice-president of RS Digital.
Surachet Thienbunlertrat, managing director of Blu Fairy, said the company spent over a year developing the series with an investment of five million baht.
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| Yanyong Akrajindanon (left), senior executive vice-president for RS Digital, and Surachet Thienbunlertrat, managing director of Blu Fairy, pose with two animated characters from Pong Lang La-on. — PHRAKRIT JUNTAWONG |
PongLang La-On is the Blu Fairy's first 2D animation project. The company's core business is producing visual effects and computer graphics for local and international ad agencies.
The animation launch is part of RS's strategy to be an all-round entertainment content provider. In the past two years, it has introduced cyber artists DDZ and Hun Ping, which were also produced by Blu Fairy.
DDZ alone helped bring in sales of over 100 million baht, mainly via digital channels such as online music downloads.
''DDZ and Hun Ping are no longer 'fresh' characters, so we've been seeking new characters and different entertainment channels. PongLang Sa-On is a great choice as they are already well known so we don't need to spend much on marketing. And turning them into an animation will help us tap wider target groups,'' said Mr Yanyong.
Mr Surachet said investing in 2D animation was less costly than digital artists, which could cost up to 10 million baht per project, when compared to five million baht invested on its 2D animation.
RS plans to deliver digital content for download including games, screenwriters, ring tones and audition dances a few weeks after the launch of the series.
PongLang La-On is scheduled to launch on July 11 on Channel 7.
The 26-episode series would be shown on Thursday and Friday from 6 to 6:15 pm.
Blu Fairy also plans to attend the Hong Kong International Licensing Show at the Hong Kong Convention and Exhibition Centre from July 2 to 4, along with four other local animation studios including Vithita Animation and 2:Spot Communications.
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