South Asia’s Culture Machine Set To Bring Hit Format ‘What’s Trending’ To India

CANNES– Culture Machine, a leading digital video company, has inked a strategic alliance with L.A.-based network What’s Trending to adapt the popular U.S. format in India.

Culture Machine, a certified YouTube multi-channel network, will launch a What’s Trending net in India and create exclusive programming under the brand for the region, using all its resources which include over 500 YouTube creators, brands, production facilities and proprietary technology capabilities.

Through this alliance, Culture Machine will work closely with What’s Trending to create international quality content, featuring talents and brands across the Indian sub-continent and syndicate What’s Trending India and international content in the region.

“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,” said Sameer Pitalwalla, CEO of Culture Machine. “We are delighted to partner with What’s Trending and spearhead the first international digital format partnership in the space.”

Venkat Prasad, COO, Culture Machine added, “Culture Machine’s has a unique unmatched 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”.

Hosted by co-founder Shira Lazar (listed in Variety’s Women’s Impact Report 2012), What’s Trending is an award-winning media show bringing audiences the most buzzed-about videos and Internet culture every day, featuring a wide array of guests, from traditional stars to web talent. With over 50,000,000 views on YouTube, What’s Trending has earned Primetime Emmy and Webby Award nominations, as well IAWTV and Streamy Awards wins.

“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.”

Founded by Pitalwalla and Prasad, Culture Machine is behind such viral hits as “Every Delhi Girl in the World” “India’s Facebook Timeline”, “She called my Bhaiyya”, the spoof/parody Baby Deol, Gore Gote, Sonam Kapoor’s Selfie Song amongst many others.

Culture Machine’s network includes a number of India’s top YouTube stars, notably BeignIndian, Gaurav Dagaonkar, Hanu Dixit, Shruti Anand, Elton Fernandz and Bollywood Gandu. It also features India’s top media brands, including Fox Star Studios, Germany’s CMajor, Norway’s Earth Three Media, the American stand-up comedy network, ComedyTime, The Times of India and Bombay Times.

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