MUMBAI: India based The 120 Media Collective has inked a joint venture with UK’s Diagonal View to form a company called Sooperfly.
The new company in the digital video space will offer video creation, distribution and monetisation for the Asian market.
The partnership is the first of its kind in the rapidly growing digital video space, where two companies have come together to provide talent and publishers with an opportunity to enter the world of video creation, distribution and monetization. The 120 Media Collective will package professional content and substantial audiences to drive premium ad sales and brand integrations.
The company will have a three-pronged approach to empowering the entire digital video ecosystem:
1. Bringing new and existing talent into the digital ecosystem by breaking down barriers and providing an entire suite of services including development, production, channel management and audience building. The content will range from the self-promotional for individual talent to premium content that can fit into emerging subscription platforms.
2. Tap into large publishers and curate, manage and monetize their existing content.
3. Sooperfly will also empower and enable brands to turn publishers with the creation of video led properties around the enormous talent pool that exists in the ecosystem today.
Sooperfly aims to forge 200 partnerships during 2015, across individuals, publishers and content collectives, who will co-produce content across a range of genres including lifestyle, beauty, fashion, comedy, sports, education, technology, the performing arts and more.
The network already has on board journalist Vir Sanghvi, celebrity chat show host Tara Sharma and stand-up comic Radhika Vaz, while collectives such as Shalom Films and The Rolling Garaari bring in a variety of topical and serial content.
Initial advertiser partners will be announced later this quarter.
Currently internally funded by the partner entities, the company aims to be amongst the top three in digital video across the APAC region over the next 36 months.
The 120 Media Collective founder and CEO Roopak Saluja said, “Sooperfly is The 120 Media Collective’s digital video distribution arm that gives us the capability to build content brands direct-to-audiences. It capitalizes on the production expertise of Bang Bang Films and Sniper and the digital marketing credibility we’ve built with Jack in the Box Worldwide but most importantly, it leverages our credibility with brands built over nine years. Diagonal View as the global leader in audience development and channel management is the ultimate partner to join forces with in taking Sooperfly to a position of leadership in empowering digital video across Asia.”
“The market for professional video is global, and through local partners we have had great success throughout the US, Europe and the Middle East. We see huge potential in the Asia Pacific market, and believe this partnership and its unique skill sets will deliver professional video to substantial audiences. Our past success and experience with audience management and IP creation meets a current need gap in the APAC market, whether it’s brands looking at a scientific approach to video, or content creators and publishers looking for better management of their online properties,” added Diagonal View founder Matt Heiman.
