By Sahil Patel
London-based Diagonal View has formed a joint venture with Indian content marketing agency The 120 Media Collective to help Asian talent, publishers, and advertisers build digital video channels and businesses.
The new label, which is called Sooperfly, will have three core areas of focus: Helping new and existing on-camera talent launch digital video channels across platforms; working with publishers to curate, manage, and monetize their video libraries; and enabling brands to go direct to the consumer with their own branded video properties.
The idea is ambitious. Sooperfly has set a goal for securing 200 partnerships in 2015 alone, across individual talent, publishers, brands, and other “content collectives.” With these partners, Sooperfly will co-produce content across a range of genres, including lifestyle, beauty, fashion, comedy, sports, education, technology, and the performing arts. Formats will range from more self-promotional videos for talent to premium content for emerging subscription video services.
At launch, Sooperfly has a few local talent in its stable, including stand-up comic Radhika Vaz, celebrity chat show host Tara Sharma, and print and TV journalist Vir Sanghvi. Other partners include content studios such as Shalom Films and The Rolling Garaari.
As part of the JV deal, The 120 Media Collective will provide content development and distribution expertise through its production units Bang Bang Films and Sniper and in-house digital agency Jack in the Box Worldwide. The agency will also handle ad sales and brand integrations for the IP created by Sooperfly.
Diagonal View, which has helped clients ranging from Sony Music to Comedy Central build audiences online, will handle channel management and audience development for Sooperfly’s network of partners.
“The market for professional video is global, and through local partners we have had great success throughout the US, Europe, and the Middle East,” said Diagonal View founder Matt Heiman. “Our past success and experience with audience management and IP creation meets a current need gap in the APAC market, whether it’s brands looking at a scientific approach to video, or content creators and publishers looking for better management of their online properties.”