Put Chutney, Culture Machine’s Tamil digital media brand, has forayed into television with a partnership with Vijay TV. The move marks the collaboration of two of Tamil’s biggest media giants to create digital to linear long form original content.
This alliance marks a first-in-its-kind in South India, where a digital brand has extended its footprint onto a major broadcast television network. Culture Machine's Put Chutney, which caters to the Tamil speaking audience globally, will produce one-hour long exclusive episodes on Vijay TV for the show titled, ‘Intensive Comedy Unit (ICU)'. The unique format and characters for the show have been developed by Put Chutney.
Tuhin Menon, President, Culture Machine, said, “The brand has become so popular that traditional media has taken notice of it. Star had approached us for the show and it is not a production house approach, where we are producing something for TV. This is more of a content syndication of sorts. On television, it will be in the same format and flavour of what we do on digital. It is a great thing for us, brand-wise.”
The Put Chutney Show will confirm to all television guidelines. Since the content is comedy, there is ease in adhering to the guidelines. While digital had young audiences, Put Chutney has a wide range of audience and hence foraying on television is not a problem. “We are not changing voice of Put Chutney at all,” added Menon.
The show will air every Sunday at 12 noon, starting July 2 on Vijay TV. There will be 20 episodes to begin with. On the marketing front, there will be joint marketing activities that Vijay TV and Culture Machine will do. While Vijay TV will look after above-the-line (ATL) marketing activities, Culture Machine will do a bunch of digital marketing.
That content will be exclusive to Vijay TV, though Put Chutney will have to shoulder content on its digital platform.
Speaking about the deal, Menon added, “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 Vijay TV represents a major extension of the brand, which now straddles both digital and linear platforms. We could not have found a better partner than Vijay TV to take the Put Chutney brand to the next level through a unique one-hour show that will 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.”