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DNA Consulting have taken a strategic holding in Dragonfire, an Anglo-Norwegian film and TV
production company to augment their existing capabilities within interactive digital TV (iDTV).

London based producer Russell Jarman Price founded Dragonfire with Oslo based Producer - Director
Petter Wallace. Jarman Price was previously the Creative Director of Winchester Entertainment
(Shooting Fish, Divorcing Jack) and both a writer and producer of several TV series for the world

The company has already secured the task of producing The Snow Children, a major live action
children’s TV series for the world market that has already been sold to Scandinavia, Canada and

Dragonfire is intending to bridge the divide between existing interactive development companies and
traditional film and TV production.

"Without a doubt the future of interactive entertainment and communication lies on the small screen.
Dragonfire is currently at the forefront of developing products specifically for this market. It makes
sense for us to partner with DNA who have a significant amount of expertise within this arena." said

Chris Perry, Managing Director of DNA Consulting will take a place on the board of the new company.
"We have said all along that the future for our market lies in broadband. This deal allows our clients
first mover advantage in the next phase of development of interactive advertising and programming."

Dragonfire’s current slate includes everything from soap operas and quiz show to major children’s

"The challenge now will be in leveraging this type of content on our clients’ behalf. DNA and Dragonfire
working as one will provide client companies with a new and unique type of interactive vehicle. This
deal cements the relationship." Perry added.

About DNA

DNA established in 1996, is based in London and works for major household names such as Zanussi,
Castrol, C&G, Royal SunAlliance, Kraft Foods and the Government. DNA is a pioneer of Interactive TV
and works on web, WAP and kiosk projects with a structure that includes strategic consulting, design
and technology development.


Xav Adam, Xav Adam Public Relations

E mail

Tel +44 (0) 7887 955352

Russell Jarman Price, Dragonfire

E mail:

Tel: +44 (0) 20 89 74 6666


Chris Perry, DNA Consulting Ltd


Tel: +44 (0) 20 73 57 0573


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