22 Nov 2017
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Culture Machine launches new studio , ups Tuhin Menon to prez

MUMBAI: Digital network Culture Machine is expanding its business offerings with the launch of a new studio focussed on premium long form storytelling.

Culture Machine has also promoted Tuhin Menon as president. Earlier, Menon served as head of business development and talent.

As a part of the new mandate, Menon will be setting up a studio model to create world class long form slates of original programming, working with top notch creative talent, targeting the growing need for digitally native content from platforms and publishers alike. He will continue to helm multi-platform and publisher deals globally, driving the firm’s content and technology tie ups with OTT, DTH, IPTV, Telco and other platforms, in addition to publisher tie-ups.

Menon has previously held senior management roles at BBC Worldwide and the Walt Disney Company India.

On the new role, Menon commented, “Culture Machine’s growth has been exemplary in the last few years. The immediate goal is to expand on that by putting in place a robust studio model that matches best-in-class creators with premium long form content programmed for a digital native audience, using our tech platforms and distribution strength on ad-supported platforms, to deliver a unique value proposition.”

The platform has co-produced two original shows for Viu, the OTT Video-on-demand entertainment service of Vuclip, supplemented by a cross platform digital marketing strategy to further drive consumption.

Recently, they have also tied up with Star Vijay to take their flagship Tamil brand Put Chutney to TV, in a move that marks the first digital to linear format play in South India. Titled ‘ICU’, the show launches on 2 July.

In addition, Culture Machine has also struck one of the first original content deals with Hike, a cross platform instant messaging service, to perpetuate its five marquee brands across its core user base. Having built up a strong distribution network, Culture Machine will use their prowess in marketing, coupled with their core technology platforms, to push content with target audiences, delivering value to platforms and publishers alike. The studio model will leverage these growth engines to create world class long form content.

Culture Machine CEO & co-founder Sameer Pitalwalla said, “Our media brands have scaled to occupy pole positions in each vertical they are in, across video platforms, and now we are moving gears to expand the portfolio beyond AVOD Platforms. We have put together a deep bench of creative talent to build cutting edge stories for next generation subscription platforms, at scale.”

Culture Machine’s digital media brands include Being Indian, Blush, Put Chutney, Viva and Awesome Sauce.