Culture Machine is expanding its business offerings with the launch of a new dedicated studio focused on premium long form storytelling. Tuhin Menon, earlier serving as Head- Business Development & Talent, has now been promoted to President of Culture Machine. As a part of his mandate, he will be setting up a studio model to create world-class long form slates of original programming, working with top notch creative talent, targeting the growing need for digitally native content from platforms and publishers alike.
He will continue to helm multi-platform and publisher deals globally, driving the firm’s content and technology tie-ups with OTT, DTH, IPTV, Telco and other platforms, in addition to publisher tie-ups. Menon has previously held senior management roles at BBC Worldwide and the Walt Disney Company India.
Speaking about the new role, Tuhin Menon, President, Culture Machine, commented, “Culture Machine’s growth has been exemplary in the last few years. The immediate goal is to expand on that by putting in place a robust studio model that matches best-in-class creators with premium long form content programmed for a digital native audience, using our tech platforms and distribution strength on ad-supported platforms, to deliver a unique value proposition.”
On the long form front, Culture Machine has co-produced two original shows for Viu, the OTT Video on Demand entertainment service of Vuclip, supplemented by a cross platform digital marketing strategy to further drive consumption. Most recently, they have tied up with Star Vijay to take their flagship Tamil facing brand Put Chutney to TV, in a move that marks the first digital to linear format play in South India. The show, titled 'ICU', launches on July 2nd. In addition, Culture Machine has also struck one of the first original content deals with Hike, a cross platform instant messaging service, to perpetuate its five marquee brands across Hikes core user base. Having built up a strong distribution network, Culture Machine will use their prowess in marketing, coupled with their core technology platforms, to push content with target audiences, delivering value to Platforms and Publishers alike. The Studios model will leverage these growth engines to create world class long form content.
Sameer Pitalwalla, CEO & Co-Founder, Culture Machine, said, “Our media brands have scaled to occupy pole positions in each vertical they are in, across video platforms, and now we are moving gears to expand the portfolio beyond AVOD Platforms. We have put together a deep bench of creative talent to build cutting edge stories for next generation subscription platforms, at scale.”