GroupM’s Motion Content Group, Banijay Asia enter into content partnership

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MUMBAI: Motion Content Group, a division of GroupM and Banijay Asia, the 50:50 joint venture between world’s largest independent content creation company Banijay Group, and media veteran Deepak Dhar, have entered into a first of its kind partnership for the Indian market in order to create content for TV broadcasters and OTT platforms.

The partnership sees the coming together of two giants from their respective industries and will provide a win-win for content platforms across the small and digital screens.

Banijay Asia will bring in the experience of creating premium content, from ideating, developing, producing, and acquiring format rights while Motion Content Group will leverage GroupM’s expertise in understanding audiences, media consumption, brands and managing format rights.

Through this association, the two partners aim to produce content as well as assist the broadcasters and digital platforms with format rights and complete the value chain by helping monetize the content being produced.

Banijay Asia Founder & CEO Deepak Dhar said, “While the content industry is growing in the country and we truly are only at tip of the iceberg, there is a lag in bringing brands to premium content and vice versa. With this partnership, we aim to fill that gap of economics and ensure that content reaches its viewers in a faster and more efficient fashion. I know we have found the perfect partner for this in GroupM’s Motion Content Group.”

GroupM South Asia CEO Prasanth Kumar said, “With this new partnership, we want to continue to create engaging and premium content for GECs and OTT platforms. We strive to enhance the ecosystem and deliver top value entertainment content, while simultaneously helping brands reach their audiences. With the help of Motion Content Group’s media and audience understanding powered by Banijay Asia’s creative strength, we look forward to reaching out to more fans across platforms in innovative ways.”

Elsewhere in the Banijay Group, Motion Content Group has acted as a partner on Fizz’s (part of RDF Television) Shipwrecked and IWC’s Secret Scotland in the UK, and Banijay Production Germany’s Wild Things.


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