Top Story


Home >> Digital >> Article

Innovation is at the core of what we do on the tech and content fronts: Tuhin Menon, Culture Machine

Font Size   16
Innovation is at the core of what we do on the tech and content fronts: Tuhin Menon, Culture Machine

Video is now. Never has the moving image been more in-demand as it is today- especially in a scenario that is heavily dependent on the digital medium and with people always on the move.

The past few years have only witnessed increased use of online video, driven by technical improvements including speedy Internet connection, which has led to a significant change in audience taste. In an interview with exchange4media, Tuhin Menon, President of digital media company, Culture Machine, shares his views on why people are now are more inclined towards video- content than ever before:

Edited excerpts:

How has data and technology helped you find what the Internet audience wants?

Our two very own tech platforms, Intelligence Machine and Video Machine, help us to address the two fundamental questions that brands, publishers and creators grapple with on digital platforms- What content to create and How to scale that content across platforms?

 Intelligence Machine is a big data tool that generates insights on video consumption trends across social video platforms and provides ‘content recipes’ that aid the process of creation and audience targeting.

Video Machine is a video creation tool that helps publishers, brands and creators to scale their video inventory by automating the video creation process.

Please elaborate on the idea behind Intelligence Machine.

Intelligence Machine was developed with the core vision of helping key stakeholders to figure out what content to create for digital video platforms. It also serves as an effective roadmap for trends in the digital video industry at large.

How does Culture Machine look at innovation by working with different brands and what are some of the factors that have helped it increase its customer base?

Innovation is at the core of what we do on both the tech and content fronts. With branded content, we have been able to offer a unique combination of best in class creatives, married with cutting edge tech and distribution reach via our OnO (owned & operated) platforms.

Having the ability to target audience effectively is key to any brand’s digital strategy and this is exactly what our core media-tech proposition is built around.

Nowadays, everyone is talking about content- what, according to you, makes you different from others?

We pay very close attention to the evolving zeitgeist we inhabit. Our five core media brands- Being Indian, Blush, Awesome Sauce India, Viva Channel and Put Chutney- each speak to a large audience within their respective verticals.

Our creative teams are constantly striving to align content with the loyal audience base we have built.  Using actionable data backed insights from Intelligence Machine, we are able to ensure our content is targeted and on point. We also tailor our content approach uniquely to the needs of the platform- so what we do on Facebook is distinct from what you will see on YouTube.

Is Culture Machine building a web equivalent of what other networks build on television? 

In a manner, however, our content is differentiated across multiple platforms, and not restricted to one linear feed. We also have to be incredibly agile with the content we create, ensuring it conforms to audience tastes that are constantly changing.

What are the future plans for 2017?

Broadly, we want to stay true to our mission of creating great content and stories that people love, under the visage of the media brands we have built. We will continue to scale the tech part of our business in tandem, working with brands and publishers globally.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017