CANNES: MIPCOM 2014, now in its 30th year, is the biggest hub where the industry’s major players converge to turn every moment into an opportunity. Making the most of it, Culture Machine, a next generation digital video entertainment company, has announced a strategic tie-up with the award winning US based network, What’s Trending.
In a first-of-its-kind content alliance, Culture Machine will launch the India channel/network for What’s Trending and create exclusive programming under the brand for the region. This strategic alliance will not only strengthen Culture Machine’s leadership in the space but also provide digital consumers with a wide array of international quality content.
Through this alliance, Culture Machine will work closely with What’s Trending to create content, featuring talents and brands across the Indian sub-continent and syndicate What’s Trending India and International content in the region.
The video entertainment company will use its network strength of over 500 YouTube creators, brands, state-of-the-art production facilities and proprietary technology capabilities to grow the What’s Trending brand in the country. This marks a first time partnership where an original digital property is formatted locally by an international digital network.
“Culture Machine and What’s Trending both work with the core objective of creating entertaining, trending and shareable digital video content that reaches out to audiences at scale through powerful, creative and path-breaking digital programming. This alliance is a perfect match. We are delighted to partner with What’s Trending and spearhead the first international digital format partnership in the space,” said Culture Machine CEO Sameer Pitalwalla.
What’s Trending is an award-winning US-based media company which gives its audiences the hottest trending videos and internet culture every day, starring the biggest traditional and digital stars anywhere. With over 50,000,000 views on YouTube, What’s Trending works with the biggest brands in the world to entertain audiences via any and every screen.
Culture Machine COO Venkat Prasad added, “Culture Machine has a unique and unmatched understanding of India’s digital market and through our proprietary technology, we not only understand what the audience sitting online wants but have the capability to deliver it and scale it, consistently, time and again. We are confident of our capabilities to provide the best platform to What’s Trending in India and make the brand grow in the region.”
“We are incredibly proud to partner with Culture Machine, a company that shares our vision of creating television quality entertainment for the digital generation,” said What’s Trending CEO Damon Berger. “With Culture Machine, the format of What’s Trending will inform and delight audiences all over India and Southeast Asia,” he concluded.
