Culture Machine, the next-generation, digital video entertainment company, announced a strategic tie-up with US-based network What’s Trending.
Culture Machine will launch the India channel/network for What’s Trending and create exclusive programming under the brand for the region. This strategic alliance will not only strengthen Culture Machine’s leadership in the space but also provide digital consumers with a wide array of international quality content.
Through this alliance, Culture Machine will work closely with What’s Trending to create content, featuring talents and brands across the Indian sub-continent and syndicate What’s Trending India and International content in the region.
Culture Machine will use its network strength of over 500 YouTube Creators, brands, state-of-the-art production facilities and proprietary technology capabilities to grow the What’s Trending brand in the country.
The partnership marks the first time an original digital property is formatted locally by an international digital network.
“Culture Machine and What’s Trending both work with the core objective of creating entertaining, trending and shareable digital video content that reaches out to audiences at scale through powerful, creative and path-breaking digital programming. This alliance is a perfect match.We are delighted to partner with What’s Trending and spearhead the first international digital format partnership in the space” said Sameer Pitalwalla, CEO, Culture Machine.
Venkat Prasad, COO, Culture Machine added, “Culture Machine’s has a unique understanding of the India’s digital market and through our proprietary technology we not only understand what the audience sitting online want but have capability deliver it and at scale, consistently, time and again.We are confident of our capabilities of providing the best platform to What’s Trending in India and make the brand grow in the region”.
“We are incredibly proud to partner with Culture Machine, a company that shares our vision of creating television quality entertainment for the digital generation,” said Damon Berger, CEO of What’s Trending. “With Culture Machine, the format of What’s Trending will inform and delight audiences all over India and Southeast Asia.”