The media and entertainment industry in India has undergone a rapid transformation in the past few years. Not only in the kind of cinema or daily soaps that are created but the entire back end process of production have undergone a gigantic change which is commonly termed as ‘digitization’. A CII-PwC report said that Indian media and entertainment industry is expected to grow at an annual average growth rate of 18 percent to touch Rs 2,245 billion by 2017 and this growth will bring endless opportunities for software providers to bring in new initiatives for high quality viewing. When compared to sectors like manufacturing, healthcare, pharmaceuticals, and others, Indian media and entertainment industry is far ahead when it comes to digitization. In fact, India is actually ahead of other countries as well in this sector. However, like every domain, Media and Entertainment have its fair share of challenges. And the most common one, storage, is going through the roof now, thanks to digitization. Due to the use of highly sophisticated devices the quality of the image size has increased to a great extent. From standard definition to high definition, high definition to 2K and now, 4K. Therefore when vendors decide to deliver a much higher resolution image or content, storage becomes an obvious issue. Other issues range from good content generation to buffering irks and bandwidth problems.

Headquartered in Maharashtra, Culture Machine is built on their two core patent pending technologies, the IntelligenceMachine and the VideoMachine. These technologies help the company to identify the right content to be created for their target audience and to create videos at scale. These technologies essentially give the company the boost to face the content creation challenge and the scaling issues that the digital world faces today. These technologies enable the publishers to cut through the content clutter to identify the right content to be created for their target audience. IntelligenceMachine provides Business Intelligence tools like predictive analytics and attribution advice that enables clients to design a marketing mix that considerably increases the success rate of the content. This not only enables the clients to create content that favours their target audience but also effectively make use of Digital Marketing to reach out to them while maintaining a cost effective budget. “Video platforms like YouTube are investing in localized edge networks (CDNs) and edge caching to solve the last mile problem. Google and other technology giants are creating better video encoding formats like VP9 that allow for transporting high quality videos using half the original bandwidth. The total effects of these changes at multiple levels will reduce buffering and eliminate it in the not so distant future,” says Venkat Prasad, Co-Founder, CTO / COO at Culture Machine.

Priding in a Legit Audience Circle
Culture Machine states that their audience team is 100 percent YouTube certified and that the audience team are experts at using the content-id tools to help the company’s creators and publishers to enforce their legal claims. “YouTube has one of the most advanced copyright detection & enforcement technology called content-id which allows the platform to identify copyrighted content accurately and at scale. So if you are a legitimate copyright owner you simply switch on content-id for your content and the system enforces the policy of your choice for content you own, “adds Venkat. The company takes pride in providing ‘snack-able’ entertainment content that is mobile centric. The company creates video formats that are can be viewed from a mobile device, such as vertical videos, 360 degree videos, and video books.

With a clientele list that ticks off almost all the top brands like Unilever, Tata, J&J, Nike, Microsoft, Times of India, Sony, Ola Cabs, the company has helped many more to successfully crack the digital video ambit. The company enjoys repeat business as a result of their unique data driven approach and the promptness at the service delivery. The company views that in the present day Media and Entertainment domain, videos are consumed as a part of a lifestyle and not as an isolated choice, especially among the millennial audience. Similarly, with the advent of digital video, the power to build culture on the back of media has transitioned from the hands of traditional media companies to the hands of consumers. “There is a new generation of storytelling that is happening online first and then gets migrated to other mediums, and we are working hard to be in the fore-front of that revolution using our technology driven media creation,” concludes Venkat.