MUMBAI: To The New (TTN), an end-to-end digital services network, through its digital content platform #fame will be investing $10 million in the next couple of years as it sets a target to reach out to 5000 channels and 50,000 content creators across six countries in south east Asia.
#fame CEO Saket Saurabh, who was previously working with the Network18 group, says the company will follow a three pronged strategy for its talent-first programmes. Saurabh elaborates, “In the first stage it will focus on emerging talent and to establish them and help them promote and build digital communities. In the second stage, content through digital IPs’ will be created via innovative digital shows in genres such as food, fashion, music, comedy and technology and in the third stage the company will monetise by helping brands reach out and engage with audiences through digital conversations via digital video services.”
The digital agency has adopted a multi-platform approach when it comes to distribution on social platforms like YouTube, Facebook, WeChat etc. “We are screen agnostic. We are looking at mobiles, movies, airports, television screens etc,” says Saurabh.
#fame, which was formerly known as Four Cross Creative Services, in the last few months decided to redefine its business operations and thus ideated to come up with its multi-tier talent management programme, which is designed to help talented youngsters grow their presence digitally and evolve as performers.
TTN Ventures MD Puneet Johar feels that video is the new language for consumers on internet. “It is combining powerfully with the smartphone explosion and the rise of social sharing across screens to inspire a new wave of talent. We have built a strong ecosystem of digital businesses well positioned to create value in such a landscape,” he informs.
#fame has identified six key markets – India, Singapore, Malaysia, Indonesia, Thailand and Philippines. It will now focus on creating Indian-based IPs and will begin its local businesses in other five countries in the coming six to eight months.
To create talent inflow, it has partnered with Blogmint which is a fast growing network of bloggers. It currently has 5000 content creators and this figure is expected to reach 10,000 by the end of the year. It will also build a network of alliances with talent hubs such as comedy clubs, film and music schools, art and culinary academies.
#fame announced a slew of digital shows like School of Style which it claims to be India’s first online hunt for top stylists and will be hosted by celebrated entertainment and fashion icon Karan Johar who will be the host, judge and mentor. Others include, Websinger which seeks promising young singing talent, Gang No 1 a search for top comedy collectives and the second season of Webchef the country’s largest online hunt for amateur chefs.
When asked if the IPs will rest with either #fame or the hosts, Saurabh says it will be dealt on a case to case basis.
Celebrities that have signed up with #fame include TV star Maria Goretti, child comic star Saloni, top fashionista Anusha Dandekar, celebrity chef Ajay Chopra, singing sensation Shibani Kashyap and style guru VJ Andy.
