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#fame partners TV channel FoodFood to produce ‘Hi Tea’ with chef Ajay Chopra

YouTube Multi-Channel Network #fame (earlier Famebox Networks), has partnered with TV channel, FoodFood for its show, ‘Hi Tea’ with chef Ajay Chopra, reports IndianTelevision.com.


According to the report, the show will include different special episodes/segments featuring different #fame talent as guests on the show. Sandesh Motwani, a musician will feature in a segment called Chai Aur Romance along with chef Ajay Chopra. Similarly, Ehesaas, a music band from Kolkata will feature in a segment called Chai Aur Fun during the Holi special episode. Amrita Rana, a cricket lover will host a segment called Chai Aur Cricket sports while Meneka Arora will host a segment called Chai Aur Filmypana.

Cross-promoting its talent pool

Like all other global MCNs in this space, #fame seems to be taking the route of cross-promoting its existing talent pool using celebrities to give them better reach. #fame had partnered celebrity management firm CAA Kwan to co-create digital video content & communities around some of the top Indian celebrity talents. It is worth noting that CAA Kwan represents celebrities like Ranbir Kapoor, Deepika Padukone, Farhan Akhtar, Shahid Kapoor, Sonakshi Sinha, Shraddha Kapoor, Jacqueline Fernandez, Yo Yo Honey Singh, and Boman Irani, among others.

Apart from that, #fame also has celebrity shows including an online stylist hunt called School of Style hosted by Karan Johar, a fitness oriented YouTube channel with Milind Soman, a fashion web series called Style Code by VJ Andy, a cricket oriented YouTube series called Out of the box with sports commentator Harsha Bhogle, among others. It looks like the company is looking to leverage all these celebrities to push other shows of its talent pool to increase their viewership and thereby revenue.

It is worth noting that #fame had recently raised $10 million from its existing investors, To The New Ventures to focus on its talent pool and expand to six key markets in South-east Asia, including Indonesia, Singapore, Thailand, Malaysia and Philippines. The company had previously raised $3 million from them, earlier in 2014.

The company currently claims to produce more than 150 videos a month, and plans to ramp it up to over 1,000 original videos every month from 500 content creators, in the next few months. It is currently active on several digital and social platforms including YouTube, Facebook, WeChat, Dailymotion and other content publishers.

Other players in the space

Earlier in January, Rajshri Entertainment had launched a Marathi food channel called Ruchkar Mejwani across multiple digital platforms including YouTube, Digivive, DailyMotion and VuClip among others.

Earlier this month, Digital video network Culture Machine had raised $18 million in a series B round of funding from Tiger Global Management and existing investors Times Internet and Zodius Capital

In January 2015, Ping Digital, another YouTube MCN had raised an undisclosed amount in funding from a consortium of angel investors headed by Monisha Advani, co-founder of Hindi film production house Emmay Entertainment.

Disney owned Maker Studios, possibly one of the largest, global YouTube MCNs, 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.

Other key companies in the space include studios like Nirvana DigitalOne DigitalPepper MediaRightsterHomeVedaYoBoHo and Whackedout Media, among others.

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