Mini Menon & Alok Nair launch new multimedia content venture - Indy Network
The platform is expected to create and deliver the first of its kind original innovative, multimedia content, targeting the discerning Indian viewer who today has access to the best in the world
Television news veterans, Mini Menon and Alok Nair, today, announced a strategic partnership and the launch of Indy Network Pvt Ltd.
According to the founders, the new platform will create original, multimedia content focusing on the infotainment genre.
With this in mind, they have also brought in a partner, Akshay Chavan, who is a domain expert. Over the next few months, Indy Network will work with other key partners and passionate young talent who will help create the first of its kind offering. Nair informed us that the first product from Indy Network would be out in the next two months.
“A multi-platform approach will define the next 15-20 years of content creation. With technology providing multiple touch points and a much clearer audience segmentation, Indy Network is based on the belief that the Indian audience, especially the youth is being underserved (in the infotainment category) and there are big and crucial content gaps that need to be filled. We aim to close this gap by offering clear focused content,” shared Mini Menon,
She further informed us that the target demographic would be in the 15-45 age group. “Most of the content is targeted to the lower end (of this age group). We believe there is huge opportunity to create niches across the segment,” she explained.
“The digital medium today is what TV was in the 90’s. We feel the infotainment category is not served very well. It is mostly social and entertainment. Long form content on TV is under threat. The average consumption time on digital is 20 minutes, which is very high for digital,” further added Nair.
Talking about revenue generation, the founders would not give specifics, though Nair did say that with digital drawing revenues, there was a lot of scope. “Revenue generation in this space (infotainment) has a lot of scope unlike entertainment, which has a lot of clutter.
Indy Network will be privately funded and the founders are hoping to add a staff of 45-50 by the end of the year.
As C?o-founder and Editor, Mini Menon will drive the content and vision for Indy Network. Alok Nair brings with him close to two decade of experience in creating and running the most successful platforms,properties and partnerships in the Indian news industry. Akshay Chavan, as co-founder and Head of Research, brings with him a decade long experience of intensive research in niche content, as well as a profound understanding of digital media platforms.
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