India-headquartered The 120 Media Collective, which houses digital agency brand Jack in the Box and video production companies Bang Bang Films and Sniper, has announced a joint venture with UK-based Diagonal View. The new entity in the digital video space Sooperfly will offer video creation, distribution and monetisation.
The new entity will work with new and existing talent for content; engage large publishers; besides helping brands create video-led properties.
Roopak Saluja, founder and chief executive officer, The 120 Media Collective, said “Sooperfly is The 120 Media Collective’s digital video distribution arm that gives us the capability to build content brands direct-to-audiences. It capitalises on the production expertise of Bang Bang Films and Sniper and the digital marketing credibility we’ve built with Jack in the Box Worldwide but most importantly, it leverages our credibility with brands built over nine years. Diagonal View as the global leader in audience development and channel management is the ultimate partner to join forces with in taking Sooperfly to a position of leadership in empowering digital video across Asia.”
“The market for professional video is global, and through local partners we have had great success throughout the US, Europe and the Middle East. We see huge potential in the Asia Pacific market, and believe this partnership and its unique skill sets will deliver professional video to substantial audiences”, said Matt Heiman, founder, Diagonal View.
He added, “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.”
A statement announcing the launch said Sooperfly would forge 200 partnerships during 2015, across individuals, publishers and content collectives. Genres of content targeted include lifestyle, beauty, fashion, comedy, sports, education, technology and performing arts. Among talent Sooperfly will work with are journalist Vir Sanghvi, chat show host Tara Sharma and stand-up comic Radhika Vaz. Collectives such as Shalom Films and The Rolling Garaari are also on board.
Initial advertiser partners are to be announced before June 2015. Internally funded by the partner entities currently, Sooperfly seeks to be a top three player in digital video across Apac region over the next three years, the company stated.