Culture Machine, digital video entertainment company, has announced a strategic tie-up with US-based network What’s Trending. 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 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. Culture Machine will use its network strength of over 500 YouTube Creators, brands, production facilities and proprietary technology capabilities to grow the What’s Trending brand in the country. The partnership marks the first time 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 Sameer Pitalwalla, CEO, Culture Machine.
Venkat Prasad, COO, Culture Machine added, “Culture Machine’s has a unique unmatched understanding of the India’s digital market and through our proprietary technology we not only understand what the audience sitting online want but have capability deliver it and at scale, consistently, time and again. We are confident of our capabilities of providing 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 Damon Berger, CEO of What’s Trending. “With Culture Machine, the format of What’s Trending will inform and delight audiences all over India and Southeast Asia.”
What’s Trending is a US-based media company bringing audiences trending videos and Internet culture every day, starring the traditional and digital stars. With over 50,000,000 views on YouTube, What’s Trending works with the brands to entertain audiences via any and every screen. From Primetime Emmy and Webby Award nominations, to IAWTV Award and Streamy Award wins, What’s Trending has been leading work in the field of digital video content creation.
Culture Machine and its creator network is the name behind viral hits such as “Every Delhi Girl in the World” “India’s Facebook Timeline”, “She called my Bhaiyya”, the spoof/parody Baby Deol, Gore Gote, Sonam Kapoor’s Selfie Song amongst many others. Culture Machine’s network includes India’s top YouTube stars such as, BeignIndian, Gaurav Dagaonkar, Hanu Dixit, Shruti Anand, Elton Fernandz and Bollywood Gandu as well as India’s top media brands, including Fox Star Studios, Germany’s CMajor, Norway’s Earth Three Media, the American stand-up comedy network, ComedyTime, The Times of India and Bombay Times.