Tuhin Menon, earlier serving as Head, Business Development and Talent, has now been promoted as the President of Culture Machine. As a part of his mandate, he will set 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. With this, Culture Machine is expanding its business offerings with the launch of a new dedicated studio focused on premium long form storytelling.
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 2. 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.