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Moby Group launches youth digital content portal 101India


Moby Group, a Dubai based media and entertainment company, has launched 101India.com, an online youth targeted content portal with videos, photo essays, blogs and listicles, reports Indiantelevision. The platform is headed by Cyrus Oshidar, who previously worked as the creative and content head at MTV. The company is set to launch an app in the near future.

101India is not just a content platform. It is also an agency which aims at creating digital franchises and intellectual property (IP). According to Oshidar, his team has television, digital media and branding backgrounds and will use their skills for creating content as well as brand solutions for clients. Oshidar told Indiantelevision that the brand (possibly an ad) will be fit into 101India’s content, instead of putting ads between content. Targeted at educated youth in metros aged 21-25, the platform’s marketing and promotional activities will revolve around social media.

The report states that 101India will be creating a series of fiction TV shows and short movies. It has already created a documentary on transgenders with Times of India’s Indiatimes.com. The production will take place in house. Its other campaigns include Daaku Tuition, a daaku who teaches grammar and etiquette, Aunt Heather, an eccentric old aunty from Bandra, the Transgender Project aiming at equal opportunity for transgenders at the workplace, Backseat, a chat show focusing on sex and relationships, hosted by Sushant Digvikar (Mr Gay India 2014) and The Indian Pocket Billiards League.

As of now, the website has a mix of articles and videos under the categories funny, love and sex, people, travel and food, fiction, music, specials, art and culture. It seems to have a decent amount of content for having launched in June.

The original content game has been heating up in India for the last one year or so. Although 101India is not a news website, it is combining social issues and topics to provide content which is likely to appeal to their target demographic, given the satirical nature of the content. In its about us page, 101India says that “…We support the underdog, we believe in diversity. We don’t take ourselves too seriously and are not big fans of censorship or the moral police…”

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Recent online media launches:

– Last month, automobile racing news portal Motorsport.com has announced its entry to the Indian market with the launch of a website. Motorsport’s India operations would include editorial, marketing and business development, with an office in Mumbai.

–In June, Catch, the online news venture from The Patrika Group (with also publishes Rajasthan Patrika) went live, becoming the latest to join the online news gold rush of general news sites.

– In the same month, digital daily Scroll launched a platform called SocialWire, that curated the top influential news stories of the day. The publication claims that it’s using a patent-pending collection of algorithms called the Scroll Machine to identify the most influential news stories from several social media platforms.

– In May, Bangalore-based social issues news website The Better India has raised an undisclosed amount of funding from Infosys’ former member of the board of directors Mohandas Pai.

– In March, former Bloomberg TV India’s founder & editor-in-chief Govindraj Ethiraj’s 3-year-old data centric news & analysis portal IndiaSpend.com launchedHindi version of the site in beta.

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– The Wire: founded by Siddharth Varadarajan, former editor of The Hindu, and Sidharth Bhatia, one of the founding editors of DNA. More on it here.

– The Quint: founded by Raghav Bahl, the founder of the Network18 group. More on it here

– Atlantic Media’s mobile-first digital publication Quartz went live in India in June last year.

– Well-known international digital publications like The Huffington Post and Buzzfeed also launched India editions last year – Buzzfeed in August and The Huffington Post in December.

– Samir Patil led Scroll.in has been around for sometime now. The digital daily had raised investment from the philanthropic venture capital firm Omidyar Network, with participation from New York-based Media Development Investment Fund (MDIF), in July last year. It’s worth noting that Scroll.in had a co-publishing deal with Quartz, as part of which Scroll.in was expected to take care of all the content, while Quartz will take care of all the monetization.

– In September last year, the India Today Group launched a new opinion-oriented site called DailyO that provides commentary on news from various categories like politics, sports, life, sci-tech, money, humour and art & culture.

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