Now, Ping For Comedy
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PING Network and ONE Entertainment combine tie up to offer more attractive digital formats. Never before has it been so easy to consume video content. Nor so simple to create it. The YouTube revolution is today a given, with many young people barely aware of a time when the platform wasn’t in existence. But how does one separate the wheat from the chaff, in the ocean of content on YouTube?
PING Digital Networks, multi channel network partner of YouTube, searches for talent to create video content, providing the creation expertise and populating over 450 channels with content likely to be popular with both users and advertisers.
Having identified India as a big market for their platform, YouTube needed to ensure an ecosystem of quality content. “YouTube has always been a platform for user-generated content. However, while the content may be popular, it isn’t always the most conducive for advertisers to be present,” says Rajshree Naik, Co-Founder, PING Networks, “What is needed for first, more content, because the more scale you have the more opportunity you can provide to advertisers, and more importantly, you need to create content with which advertisers want to associate. This is what the heart of PING and it comes from the realisation, about two years ago, that there is a big shift in how content is consumed and how it is going to be mostly digital."
There are two things that PING Networks does: It creates its own channels of content, tapping into well-recognised and popular talent, and it identifies and assists new creators of content, helping them film, enhance, and popularise their individual channels. PING then makes it easier for the creator to monetize the content, dividing the revenue coming in from the advertiser. YouTube, of course, takes about 55 per cent of the revenue first.
So far, PING’s channels feature about 60,000 videos have included useful but “serious” content, including news, utility and knowledge. Now, PING Networks has formed a strategic alliance with One Network Entertainment, India’s MPN (Multi Platform Network) to add the comic genre to the mix. ONE is a multi platform network, with the largest distribution for online video content across the world, curating, aggregating, creating and monetising content across global platforms.
ONE has over 70 million views across 9000+ videos already. Comedy ONE, the flagship brand is available in India as well, across regions and languages. For example, ONE Network works with well-known talent from Suresh Menon to Jose Covaco, Gaurav Gera, Ashwin Mushran and Malishka, and new stars like Sanil Gosavi and David Tauro. Bringing in comedy will allow for more what PING calls “more interesting formats,” which move away from clichéd and tired run-of-the-mill formats and explore newer areas that will speak to younger audiences today.
As part of this alliance, PING Network and ONE are launching the “Creators Collective' an initiative to pull in creators and help them become successful publishers. Anyone who creates quality content can use this initiative to collaborate with the PING network itself, or with other creators. With regular workshops by experts, sessions by and for brands and advertisers and creators, the two partner networks aim to develop a vibrant creation hub. will become a vibrant content creation hub. Both networks have the resources – a large studio, a team of creation experts, edit suites, and production and broadcast facilities.
Says Rajshree Naik, “This alliance is also a testimony of our own DNA as creators making us the preferred platform for the creator community. Through this partnership we also add the much sought-after genre of comedy to our exisiting content making it more attractive for brands and advertisers. We now become a network of over 550 channels with close to 85 million views a month bringing huge scale.”
Abe Thomas, Co-Founder One Network, is also enthusiastic about the alliance. "ONE Network is very enthused with the synergies that we can jointly exploit with an MCN like PING Network,” he says. “We believe that through this partnership we will be able to collaborate with brands and advertisers and provide them with opportunities to interact, and collaborate with a wider range of creators.”
Anagha Rajadhyaksha, Co-Founder & Vice-President, Talent and Acquisitions, PING Network, further adds “We have already had some great brainstorming sessions and look forward to the possibility of jointly creating some exciting and engaging formats. We are also looking at getting at least 100 new premium talent on line over the next 6 months.”