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Culture Machine to bring US-based viral videos network What’s Trending to India

Culture Machine What's Trending Logo

Digital video company Culture Machine has tied-up with US-based network What’s Trending to adapt the format and launch an India version. What’s Trending curates content from across the social web. It’s mostly known for its live interactive talk show that appears daily on YouTube and its site, covering the most popular videos and personalities on YouTube. It’s hosted by co-founder Shira Lazar.

The What’s Trending India channel is expected to feature video content with talents and brands from the Indian sub-continent. What’s Trending India and international content is also expected to be syndicated. Culture Machine, which claims to have over 500 YouTube creators and brands on its network, will be working on the content along with What’s Trending.

Culture Machine was founded by Sameer Pitalwalla (former Disney-UTV exec) and Venkat Prasad (former YouTube exec). Last month, the company had raised an undisclosed amount in Series A funding from Zodius Capital. At the time Pitalwalla had told Medianama that the funds will be used to expand internationally. He also added that the expansion is likely to begin with Southeast Asia.

Culture Macine’s network includes Indian YouTube stars like Bollywood Gandu, Being Indian, Gaurav Dagaonkar, and Shruti Anand among others. Media brands like, Fox Star Studios, American stand-up comedy network ComedyTime, and The Times of India are also part of the network. Interestingly, YouTube star Shraddha Sharma changed her YouTube channel from Culture Machine last month, after the company took her to court for an alleged breach of contract issue.

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