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FameBox to expand across APAC within six months

MUMBAI: Launched six months back, Four Cross Media’s digital platform FameBox is capitalising on the fast consuming youth audience on digital today. Its clear differentiator is its special web reality shows, and the company now aims to take this forward across six markets in Asia Pacific within the next three to six months.

A newbie in the digital space, the company and its founders Punit Johar and Sanjeev Gupta aim to create a digital talent platform and churn out ‘Webstars’.

Said FameBox business head Dhruvank Vaidya, “There is a lot of talent all around us. However, traditional media selectively picks talent and only a limited number get a chance to showcase their skills. But digital platforms allow you to do that, so we thought of creating a platform for Webstars.”

The platform presently has its focus on four genres including food and cooking, fashion and lifestyle, comedy and music. Apart from that, they have also built a small portfolio of sports content which mainly revolves around video blogs of cricket expert Harsha Bhogle called ‘Out of the Box’. FameBox will soon build the genre further and also plans to introduce a sports reality show for web.

What sets it apart is the special web reality shows it creates. The first one by the platform was in the genre of cooking called ‘Web Chef’ where people sent in their entries of recipes, and five people were selected for the final cook-off held in Chennai. Popular food critic Vir Sanghavi was the judge and mentor of this show.

Besides, it is soon launching yet another web reality show ‘Beauty and the Blogger’ merging two genres of fashion and social media.

Having built the platform with the aim of creating Webstars, FameBox aims to build individual channels with all its web reality show winners in order to promote them further. The content is also available on YouTube, Zenga, DigiVive, and DailyMotion, with which it has mainly revenue share and minimum guarantee deals.

Going ahead, viewers will see food channels with the winner of Web Chef, similar fashion channels, a celebrity talk show channel with Hansika, and a channel focusing on the art of tattooing.

Being aware of the consumption patterns of youth, the platform has created 15-minute episodes for its reality shows, while there are also one-minute clips for recipes and more. Over 40 per cent of its viewers are from India.

Presently available in India and Scandinavia, the company also plans to expand its presence in more markets in the region within the next three to six months. The company is also eyeing a three-year break-even period.

“We are picking genres that connect across Asia. Soon, we will be expanding in more markets across Asia which includes Singapore, Indonesia, China, the Philippines and more. That is why we are creating large properties and building talent around it,” he adds.

With such a strategy going ahead, the platform is also not compromising in terms of talent and conducts multiple tests and auditions to see what kind of content is best suited to their profile. The team and the talent then sit and decide on the content strategy based on the demand.

Speaking about the costs, Vaidya says, “Yes, there are costs, but we have found ways to manage economies on digital media. No other platform provides content like us; thus, we have sponsor interest and branded advertisers coming on board. We also have a page tracking the live activity on social media.”

Thus, the platform has multiple revenue generation streams. It is now looking at sponsorship for its reality shows and giving brands more mileage through in-brand placements and creating custom content for them. A few of such shows are currently in development and will be unveiled soon.

Other monetisation streams the platform is looking at include global syndication and on-ground monetisation through events.