Culture Machine's 'Put Chutney', the Tamil digital media brand, is now foraying into television with Star Vijay starting July 2. This move marks the collaboration of two of Tamil's biggest media giants to create digital to linear long form original content. This pioneering alliance marks a first of its kind in South India, where a digital brand has extended its footprint onto a major broadcast television network. Culture Machine's Put Chutney that caters to the Tamil speaking audience globally, will produce one hour long exclusive episodes on Star Vijay for the show titled, ‘Intensive Comedy Unit (ICU)'. The unique format and characters for the show have been developed by Put Chutney.
The show will be an extension of the immensely loved digital brand Put Chutney, popular for their spunky videos, full of wit and humour. Put Chutney fans can now look forward to more entertaining and engaging content from the Put Chutney stable, on one of the most widely watched television channels in the region.
Tuhin Menon, President, Culture Machine, commenting on this deal, said, “'Put Chutney has grown in the hearts and minds of viewers to occupy a pivotal spot in the cultural milieu of Tamil speaking audiences globally. This deal with Star Vijay represents a major extension of the brand, which now straddles both digital and linear platforms. We could not have found a better partner than Star Vijay to take the Put Chutney brand to the next level, through a unique one hour show that is guaranteed to delight loyal and new audiences alike”.
Krishnan Kutty, General Manager, Vijay TV, said, “We at Vijay TV believe in partnering with the most exciting creative minds in the business. In Put Chutney, we found a partner who we believe will push the boundary in the comedy genre and who share our commitment in providing the most cutting edge content to Tamil consumers.”