It was the year 2002, the era of the Nokia 3310, when digital video content started to catch fire. Gurpreet Singh Bhasin, then a freshman engineering student, was fascinated by the idea. This fascination led him to launch the B2C mobile content portal Funtooz. Operating out of Chandigarh, he would go on to create black and white images and monophonic ringtones for 3310.
Today, based in Mumbai, One Digital Entertainment is incorporated in Singapore. It is a network of video and digital content creators, whose co-founder and COO Gurpreet worked with UTV New Media, Hungama Du in Dubai and Viacom 18, where he witnessed the evolution of mobile and online content industry. He says:
As a music fanatic, I had the chance to meet many talented musicians and noticed that they had no other platform to showcase their music apart from Bollywood, while on the other hand, many Western musicians and singers were adopting YouTube.
That’s when he decided, along with his friend Shabir Momin, who was a video creator, to create One Digital Entertainment set up three years ago for musicians and content creators.
Build for all content creators
The team claims to have partnered with over 2,200 channels and content creators and has over 25 billion minutes of content consumed on its network.
The platform sources, researches, identifies and nurtures talent from different entertainment genres, collaborates with them and gives them the logistical and creative support they need to build their portfolios through the online medium.
One Digital Entertainment works across various genres such as Music, Food, Comedy, Bollywood, Fashion, Beauty, Children’s Fiction and Lifestyle. Some of the celebrities on their platform include Badshah, Raftaar, Sanjeev Kapoor, Rocky S, Prajakta Koli, Kapil Sharma, Ranveer Brar, Anubhav Sinha, Kolkata Knight Riders, Viacom 18 Motion Picture, Fever FM, Ajay Devgn, Suneil Shetty, Tiger Shroff, Shankar Ehsaan Loy and Armaan Malik.
The idea, adds Gurpreet, is to provide a platform for all digital video creators, big or small, across the country. A big challenge was to create and communicate the strength and reach of digital video platforms and encourage creators to embrace these digital destinations.
A strong core team
On the importance of content creators, Gurpreet explains:
We have been fortunate to have a wide range of mainstream creators who believe in us from the start and allow us to demonstrate the strength of the digital world which in turn has helped us to produce successful case studies with them. , giving examples to others. to come join this ever-evolving, self-sustaining digital content ecosystem that we are sure will only grow with time.
When Shabir and Gurpreet decided to create One Digital, they recruited their first references and those they had worked with before, former colleagues who had confidence in the business model they were building and agreed to help them.
One Digital Entertainment comprises a team of over 35 young professionals, driven by the single goal of revolutionizing the nation’s digital entertainment landscape.
Gurpreet says the core team includes people with knowledge and experience in TV, media, radio stations, record labels, social media agencies, production and digital houses. as well as new recruits.
Drill different players
Started and profitable, Gurpreet says the business has seen 2x growth in the past two years. Following a profit-sharing model, One Digital builds artists’ digital presence and portfolios together.
However, the world of digital content creation and aggregation platforms is growing. A popular name being Culture Machine, backed by Zodius Capital and Tiger Global, which uses proprietary technology – Intelligence Machine, to crawl online videos, index them and gather details based on viewer preferences.
Others include Nirvana Digital, which offers an assortment of 200 YouTube channels and over 50,000 videos and distributes its content to video platforms such as Hulu, Amazon VOD, and Apple’s iTunes mobile apps and devices.
Qyuki is YouTube certified and backed by stalwarts like Shekhar Kapur, AR Rahman, and Samir Bangara. Ping Digital is one of India’s largest food networks with over 1,000 food videos. #fame, formerly Famebox, raised its second $10 million funding round in January 2015 from existing digital media company and investor To The New Ventures (TTN Ventures). The company previously secured $3 million from TTN in a funding round.
Work hand in hand
One Digital believes it is unique in its focus on building a strong online brand by selecting and nurturing talent. Gurmeet adds that their technology and support teams work tirelessly to closely monitor developments in the digital sector, translate them into useful information for their creators, and continuously help them maximize returns from original content.
They are also launching a self-service platform that allows creators to film, edit and publish content to multiple distribution platforms seamlessly through a one-stop system. This not only tracks their reports and earnings across the board, but also provides them with data about their online presence. Thus, helping them strive to deliver better content that resonates well with their current audience and attracts new audience bases as well.
“We also plan to work more closely with brands across the board and modernize our original programming for them across our genre bouquet,” says Gurpreet.