Everyone wants a piece of the magical world that Shah Rukh Khan and Kajol create on-screen, and the makers of "Dilwale" are working towards it.

SRK's production house Red Chillies Entertainment has entered a 'strategic alliance' with TV network Multi Screen Media (MSM).

According to a statement released by RCE, the idea of this alliance is to explore opportunities relating to television and digital content.

The satellite rights of the Rohit Shetty directorial have been sold for a whopping amount. 

Trade analyst Taran Adarsh too shared the news on Twitter saying, "MSM and Red Chillies Ent ink strategic alliance. To co-produce TV, digital and film content. TV rights of #Dilwale also acquired by MSM."

In other news, the "Dilwale" trailer and "Gerua" song featuring SRK and Kajol have gone viral. While the former has garnered close to 18 million hits online, the other has over 5 million viewers to its credit in less than 24 hours of its release.

Scheduled for a 18 December release, the action-comedy features Kriti Sanon and Varun Dhawan in key roles too.