One Digital Entertainment will focus on content localization, international expansion and technological innovation


MUMBAI: In addition to focusing on reaching a global audience, the One Digital Entertainment digital content network also focuses on regional niches. Meanwhile, content localization is a key area this year.

“Besides content for Hindi and English speaking audiences, we have many creators who are producing content in regional languages ​​like Punjabi, Marathi, Bengali, Hryanvi, Bhojpuri and Gujarati etc. And we are strongly considering expanding it. Content localization is a key area this year, ”commented One Digital Entertainment (ODE) COO and co-founder Gurpreet Singh in an interview with

The company also plans to explore other international markets, including Southeast Asia and the Middle East. Singh added that the internally popular digital head of IP India is in production and the scale is bigger than last year. More distinct PIs are also being launched in the music, comedy and fiction spaces. ODE produced Lockdown for ZEE5 in partnership with Badshah and discussions are also underway with other OTT players.

ODE is now branching out into new avenues and sticking to the primary focus of sourcing talent and building brands. Boasting a network of over 1,000 content creators and partners, it also aims to build a collateral revenue model for clients who are sustainable long term with minimum risk career opportunities.

The content network currently manages content creators and distribution partners generating more than 5 billion views each month. ODE manages creators like Badshah, Mostly Sane, Sanjeev Kapoor, Raftaar, Armaan Malik, Shankar Ehsaan Loy, Anubhav Sinha, Rannvijay, Food Food TV, Viacom 18 Motion Pictures, Excel Movies. She has also developed strategic partnerships with YouTube, Saavn, Hungama, Spotify, VH1, MTV, Gaana, iTunes, Facebook, Twitter and Dailymotion.

“Our main goal is to create a self-sustaining digital content ecosystem by providing creators with multiple support functions ranging from content strategy to production, post-production, artist management, marketing, collaborations, distribution. and monetization. We aim to transform our designers into sustainable brands instead of just giving them ‘likes and points of view’ that are true to our philosophy of creating brands and not just points of view, ”he stressed.

Building on past successes, the company now receives nearly 200-300 emails each week from upcoming or established creators wishing to join the network, which are then reviewed by artist onboarding teams. It has a revenue sharing model with the creators. Based on the associations with its clients and the ongoing investment, the sharing of intellectual property varies from one agreement to another, either held solely by the creators, or co-shared between the ODE and the creators. .

“The revenue mechanism and processes have been able to give all artists their royalties, income, etc. deserving in a transparent manner. We have learned that it is imperative to plan this business in a holistic way without which most efforts would be undone. The scalability of this business only takes effect with the formation of an ecosystem with a full lifecycle with constrained services and a source of income, ”Singh added.

ODE’s ability to bring cutting edge, first-hand technology to talented young designers is what sets them apart. He added that by using machine learning and AI to understand patterns of content consumption and by combining the data with their own personal learning, they were able to achieve very high ROIs.

“We recently announced a strategic partnership with Holosuit – the first affordable, two-way, wireless and easy-to-use full body motion capture combination that acts as a bridge between the virtual and real world and will extend this technology to our creators to produce next-generation content. Heavy investments will also be made to establish the offline connection between these creators and fans through several field events throughout the year, ”he added.

“Our self-service content distribution and influencer management platform has enabled hundreds of creators to manage their content and distribute it across multiple platforms fully autonomously with full transparency and performance reports. Our association with Holosuit will further redefine the creation of next-generation AR / VR content by our creators, ”he signed.


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