Banijay Asia, GroupM join hands to offer content and monetisation solution to platforms
The partnership deal, which was in the works for close to a year, is between Motion Content Group, a division of GroupM, and Banijay Asia.
MUMBAI: Media agency network GroupM has entered into a first of its kind partnership with production house Banijay Asia to create scripted and non-scripted content across genres for TV and video streaming platforms in the country.
Through this association, the two partners will not only produce content, but will also assist broadcasting entities and digital platforms with format rights, and bring on board advertisers, thus providing an end to end package, company officials said.
The partnership deal, which was in the works for close to a year, is between Motion Content Group, a division of GroupM, and Banijay Asia, a 50:50 joint venture between Deepak Dhar and Banijay Group, the world’s largest independent content creation company based in France.
“Motion Content Group is a separate content company within GroupM, with primary focus on creating content,” said Ashwin Padmanabhan, head, trading and partnerships, at GroupM India. “We have already partnered with the Banijay Group in some of the countries, so it was natural to expand that to India too.”
He said GroupM and Banijay Asia were in talks for 9-12 months on how to offer solution to various platforms. “Together, we will be able to offer end-to-end package – from concept to production to funding and monetisation,” Padmanabhan said.
Banijay Asia will bring in experience of creating premium content, from ideating, developing, producing, and acquiring format rights while Motion Content Group will leverage GroupM’s expertise in understanding audiences, media consumption, brands and managing format rights.
“Business models in content business are evolving very fast and this is the area where we wanted to bring a disruption,” said Deepak Dhar, CEO of Banijay Asia. “The idea was to create something in the space to bring 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.”
Launched in 2017, the Motion Content Group has already produced 200 titles in 25 countries, including ‘Love Island’ for CBS in the US and virtual show ‘The Circle’, the rights of which are recently picked up by Netflix for multiple countries.