epified

YouTube Multi-Channel Network (MCN) Culture Machine has partnered with Epic Channel  to launch Epified, a history and mythology series reports afaqs.com. The details of the partnership have not been disclosed.

The report says that Epified will be a collection of short format, non-fiction content, related to Indian history and mythology, including works inspired by the writings of mythologist Devdutt Pattanaik and others. Epified’s programming will include series like Mahabharata, Dharma Explained and Gods-Masters-Heroes.

Epic TV Networks, which owns Epic Channel, was started in 2012 and produces entertainment content for TV. Epic Channel is the company’s first genre specific entertainment channel that produces shows based on Indian history, folklore and mythology in genres such as action, drama, comedy and narrative non-fiction. Epic Channel has its own YouTube channel since 2013 with almost 14,000 subscribers at the time of writing.

It appears that Culture Machine, which has primarily been focusing on the genres of music, comedy and lifestyle, is looking to expand its reach to include content from other genres. In February 2015, Culture Machine had raised Series B funding worth $18 million from Tiger Global Management and existing investors Times Internet and Zodius Capital to for technology and content. The company had claimed to have a network of 400 content creators across the genres of music, comedy and beauty at that point. In October last year, the company had also partnered with What’s Trending, an American media show to adapt the format to India.

Competition in the YouTube MCN space:

– In April, #fame (previously known as Famebox Networks) launched a new Hollywood centric channel called #fame Hollywood. #fame could be stiff competition to Culture Machine considering the range of celebrity show channels that the company has launched in the recent times.

– A fitness oriented YouTube channel about running hosted by Milind Soman, a show called ‘Hi Tea’ with chef Ajay Chopra, in partnership with the TV channel FoodFood, an online stylist hunt called School of Style hosted by Karan Johar, among others. The company had also raised $10 million in its second round of funding from TO THE NEW Ventures (TTN Ventures) in January.

– The YouTube MCN market is still quite nascent in India, although it seems to be picking up. 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 partnered with Qyuki to expand into India.

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