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Fremantle launches online only talent show India’s Digital Superstar

FremantleMedia has partnered mobile video streaming service provider ZengaTV and YouTube MCN One Digital Entertainment to launch the digital talent show India’s Digital Superstars.

The show will last for 14 weeks and will feature musicians, DJ’s, comedians, dancers, mimicry artists, contortionists, singers, jugglers and acro gymnasts among other performers. The auditions for the show began on the 19th of January and will culminate with a finale in May. The winner of the show will be given a contract worth Rs 20 lakh from FremantleMedia and One Digital.

Indias Digital SuperStar

To participate, users need to sign up on Indiasdigitalsuperstar.com and submit their YouTube video link along with a video description and other details like name, city, email etc. The auditions for the show will remain open for 9 weeks, during which participants can enter as many videos as they like of the talent they wish to showcase. The auditions for the show are open to all Indians across the world.

The videos will then be judged based on the number of views and likes they gain across YouTube, Facebook and ZengaTV, with each video view scoring 5 points, each ‘like’ (other than Facebook) scoring 3 points and each ‘like’ on Facebook scoring 1 point. The top five scoring participants will become finalists along with five others chosen by the judges, bringing the total to 10 finalists. One among these will be announced as the ‘Digital Superstar’ in the 10th week, during a Live event held in Mumbai.

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The YouTube market is still quite nascent in India, and it will be interesting to see how successful such a large scale online exclusive event will be. Given that last year the top trending videos on YouTube India were dominated by indie creators, there is indeed a large market for such content.

Online only content:

– Ping Digital, which recently raised funding from angel investors headed by Monisha Advani, co-founder of Hindi film production house Emmay Entertainment, had launched the Boom News channel in June last year. The company initially launched in India with a food focused YouTube channel called India Food Network and had subsequently released a music focused YouTube channel called India Music Network.

-YouTube multi-channel network #fame (earlier Famebox Networks), which raised $10 million in a second round of funding from TO THE NEW Ventures (TTN Ventures) earlier this month, had  launched several web series across various categories like fashion, music, comedy and food segments including a tech vertical channel called #fametech, a fashion web series called Style Code, a web series on style tips called Diva on Duty, an online stylist hunt called School of Style, a food-oriented web series like Some Like It Hot & WebChef, a fitness oriented YouTube channel about running and a cricket oriented YouTube series called Out of the box.

– Similarly, Culture Machine which raised a Series A round of funding led by Zodius Capital, had tied-up with US-based network What’s Trending to adapt the format and launch an Indian version.

– Disney owned Maker Studios, possibly one of the largest YouTube MCNs worldwide, entered India by signing up Indian YouTube channels like All India Bakchod, East India Comedy and Kanan Gill among others, while another large YouTube MCN FullScreen had partnered Qyuki to expand into India.

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– Other key companies in the space include studios like Nirvana Digital, Pepper Media, Rajshri Media, Rightster, HomeVeda, YoBoHo and Whackedout Media among others.

Also read

#Outlook15: What Indian digital video companies plan to do in 2015

The advent of YouTube MCNs and other key trends in the Online Video segment in 2014

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