Looking to spawn a new era in the South Indian film industry, tennis ace Mahesh Bhupathi’s Globosport has entered into a joint venture with Ocher Studios owned by Soundarya Rajnikanth.

According to a press release, the JV’s primary focus will lie on celebrity management, new media rights of South Indian celebrities and most importantly the South Indian Film Awards Extravaganza.

"The first of its kind in India, this will be a celebration of South Indian Cinema. Considered by many as the busiest and most competitive in the country, the awards will honuor the achievements of South Indian cinema artists and technicians on and off the screen," says Soundarya.

"Although the concept of celebrity management is relatively new in the south, the Globosport-Ocher JV plans to change that. We have been in the business of entertainment for over seven years now, and understand the pulse of the market," says Bhupathi.

"The south can boast of some of the biggest talents in the Indian Film Industry. Recognising talent is as important as sustaining it. I am very excited about our association with Mahesh Bhupathi and this Joint Venture," confirms Soundarya.