GroupM & Banijay Asia Ink Content Deal for Indian Market

GroupM’s Motion Content Group and Banijay Asia have struck up a first-of-its-kind partnership for the Indian market regarding the creation of content for linear broadcasters and OTT platforms.

The partnership sees the two coming together to develop content for multiple platforms. The partners will aim to produce content as well as assist the broadcasters and digital platforms with format rights and complete the value chain by helping monetize the content being produced.

Deepak Dhar, founder and CEO of Banijay Asia, said, “While the content industry is growing in the country and we truly are only at tip of the iceberg, there is a lag in bringing brands to premium content and vice versa. With this partnership we aim to fill that gap of economics and ensure that content reaches its viewers in a faster and more efficient fashion. I know we have found the perfect partner for this in GroupM’s Motion Content Group.”

Prasanth Kumar, CEO GroupM South Asia, added, “With this new partnership, we want to continue to create engaging and premium content for GECs and OTT platforms. We strive to enhance the ecosystem and deliver top value entertainment content, while simultaneously helping brands reach their audiences. With the help of Motion Content Group’s media and audience understanding powered by Banijay Asia’s creative strength, we look forward to reaching out to more fans across platforms in innovative ways.”