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Tag: Dhruvank Vaidya

  • Indian brands are still discovering the true power of digital video

    Indian brands are still discovering the true power of digital video

    MUMBAI: While social media is an important ingredient of the digital mix of most Indian brands today, many aspects like video are nowhere close to realising their fullest potential.

    Indiantelevision.com speaks to Famebox Network director Dhruvank Vaidya about this, the increasing popularity of original web content, and the latest reality show ‘Beauty and the Blogger’ that the company is working on.

    How far has video on social media evolved?

    It started with professional content (film and TV) being edited and uploaded on YouTube.  Lately, we are seeing high quality ‘made for the web’ content that is garnering a lot of viewership. More recently, Famebox is breaking new ground with its web reality shows. Thus, innovations in programming formats are drawing newer audiences and advertisers to this medium.

    What are the key elements in making videos shareable on social media?

    The most important is element of surprise.  If you see something unexpected in the video, you are more likely to share it.  Of course, what gets shared on Facebook is very different from what users on WhatsApp choose to share.

    In your opinion, how are Indian brands using video in their digital media mix?

    Indian brands are still discovering the true power of digital video. Most have been using their existing TVCs and uploading them.  Some create a video series (which again looks like a set of TV commercials) and upload it on their YouTube channel but that’s it.  What digital needs is engaging content and constant interactions with your target group. So, it is a lot more than just making videos and uploading them on your YouTube channel.  Having said this, some brands, especially in the fashion category, are using the medium very well.

    Which are the brand categories that are betting high on videos on social media?

    The categories which will benefit the most from digital videos are the ones whose target audience is not very easily available on TV.  Youth is a great example.  They are always on the web, checking social media, watching videos etc.  And brands need to create highly entertaining content to engage with them.  Fashion, lifestyle, consumer goods, phones/ telecom/ technology etc. are all doing a lot on this medium.

    Are broadcasters (channels) collaborating with your network?

    The biggest testimonial to the value that broadcasters see in networks like ours is the recent acquisition of Maker Studios by Disney for US$ 500 million.  Maker, as you know, is a digital video driven multi-channel network.

    ‘Virality’ is a term associated with videos on social media. What according to you makes a video go viral?

    While there are several elements which contribute to making a video popular – content type, editing, how well it is distributed, how many likes/ comments/ shares it gets etc. there is no way to tell which of these will make the video go viral.

    Which are the most popular video topics on web these days?

    While comedy has been getting a lot of press, there is a lot of user-generated content on cooking, fashion, lifestyle, education etc.  Famebox is a pioneer in web reality shows and we have seen a lot of viewership for our show, WebChef.

    Please tell us more about your latest web show ‘Beauty and the Blogger’.

    Fashion and beauty is a highly engaging category and has made a major impact on social media. ‘Beauty and the Blogger’ is built to leverage the high interactivity provided by social media and the excitement provided by a reality show.  The models bring in the glamour while the bloggers provide social media buzz.  This format truly leverages the power of the web and its ability to entertain as well as engage its audiences in real time.

    The reality show will feature eight shortlisted fashion models and the country’s top bloggers who team up for a unique multi-round contest. The show will be initiated through a three-day ground event at an exclusive resort. While the teams will compete against each other, they will also be buzzing on social media in real time.  This is a first for Indian audiences where the on-ground action of a reality show is brought live to audiences via social media.  The event will then be uploaded on the FameBox fashion channel on YouTube and will be available to viewers at large to watch. The winners will be chosen basis their performance in the on-ground event and the social media buzz and influence that they generate.

  • FameBox launches American Swan ‘Beauty & the Blogger’

    FameBox launches American Swan ‘Beauty & the Blogger’

    MUMBAI: FameBox, a multi-channel talent platform on digital media, has announced the launch of American Swan ‘Beauty & the Blogger’, a web reality show where glamour meets social media. 

     

    The reality show will feature eight shortlisted fashion models and the country’s top bloggers who join forces for a unique multi round contest. The show will be initiated through a three-day event scheduled from 13 to 15 May 2014 at an exclusive resort. This is followed by a grand finale which will be viewed on the FameBox Fashion channel on YouTube. The winners will be chosen basis the social media buzz and influence they generate.

     

    Beauty & the Blogger comes close on the heels of an extremely innovative and successful concept of ‘FameBox WebChef’, India’s first web reality show, that created a stir among online food enthusiasts. The property has garnered 2 million plus views with 3.5 million watch minutes, 40 k + likes and 5k + shares.

     

    Indian VJ, Actress and Singer Anusha Dandekar, who is part of jury team, said, “As online presence takes over the world, I am really happy to be a part of the first ever web reality show, American Swan Beauty and the Blogger. Not only will it be fun and edgy it will also give an opportunity to push young fashion talent onto bigger runaways and maybe even become blogging beauties!”

     

    Cyrus Sahukar will be hosting the show. He commented, “With a bevy of beauties and the brainiest bloggers, American Swan Beauty & the Blogger has all the makings of a web and social media super hit. I am looking forward to hosting this innovative web reality show and having lots of fun along with the millions of viewers who cannot wait for the action to start!”

     

    Malini Agarwal aka MissMalini will act as a mentor for the contesting bloggers. She says, “When an engaging idea meets an intelligent ambassador, that is what makes waves on social media. American Swan Beauty & the Blogger has both ingredients in abundance. I am really happy to guide some of the country’s smartest bloggers as they showcase their best for this unique web reality show.” 

     

    On the hunt for India’s much admired team for beauty and blogger, FameBox director Dhruvank Vaidya said, “Fashion and beauty has made a major impact on social media so far and needless to say this category is much engaging. With Beauty & the Blogger, we aim to provide a platform to the rising fashion enthusiasts who can experience the power of social media and become Webstars in the domain they follow so closely.” 

     

    The winning fashion model will be the face of American Swan whereas the winning blogger shall be its social media brand ambassador. Additionally, the winning pair will also get the chance to host their own exclusive channel on the FameBox network. Besides this, there will also be a cash prizes and merchandise from American Swan, Lakme and Tresemme.

  • Fashion Models and Bloggers come together for a unique web reality show

    Fashion Models and Bloggers come together for a unique web reality show

    MUMBAI: FameBox, the multi-channel online talent platform, has announced the launch of ‘American Swan Beauty &the Blogger’,a unique online reality show where fashion models and bloggers come together to set social media buzzing. The show involves teaming up of fashion models with bloggers to compete for viewers’ attention online. The team that garners the maximum social media influence will be declared the winner.

     

    The call for entries is currently on and interested participants can register on the American Swan Beauty & the Blogger site.

     

    After the initial call for entries phase which started from 7th April April, 8 models and 8 bloggers will be shortlisted. These models and bloggers will then be paired in teams. These teams will face-off against each other over 3 days where they will be competing on social media in real time through a series of challenges set against a luxurious beach resort. Video content created through the challenges will be uploaded across social media platforms including YouTube.

     

    The winning team will win exciting goodies and opportunities to showcase their talents. The winning ‘Beauty’ will becrowned the face of American Swan whereas the ‘Blogger’ will be designated the social media brand ambassador for American Swan for 2014. The team will also win the chance to host their own exclusive show on YouTube under the FameBox network. Besides this, there will also be a cash prize and merchandise from American Swan.

     

    The event will be hosted by popular actor and VJ, Cyrus Sahukar.

     

    While American Swan, a leading online fashion brand in India, is the presenting sponsor for Beauty & the Blogger, Famebox has also roped in TRESemme, salon qualityhaircare product,as the Associate Sponsor.

     

    Speaking about Famebox’sinnovative web reality show, Dhruvank Vaidya, Director, FameBox said, “The ‘Beauties’ provide the glamour while the ‘Bloggers’ buzz social media live, making for extremely engaging and entertaining viewing.  By putting the power of digital video and social media together we are breaking new frontiers of entertainment on the web.  This also provides a platform to highly talented models and bloggers to showcase themselves and take their popularity to the next level.”

     

    For registrations, please log on to: http://www.fameboxnetwork.com/beauty-n-blogger.phpor email profiles and pictures tobeauty&theblogger@fameboxnetwork.com.

    Stay tuned for more action and updates on: https://www.facebook.com/FameBoxNetworkand www.twitter.com/FameBoxNetwork

  • Famebox Networks appoints Ignitee as digital agency partner

    Famebox Networks appoints Ignitee as digital agency partner

    MUMBAI: Video consumption in the country has been on an exponential growth, giving rise to a growing demand for original digital content. India has approximately 50 million online video viewers and one billion unique YouTube users each month.

     

    FameBox, a multi-channel talent platform for digital media, has appointed Ignitee Digital Services to manage its entire digital mandate and engagement across various digital platforms such as Twitter, Facebook and YouTube.

     

    FameBox aims to create an active and engaged online community by promoting established and emerging talent to create innovative and original digital content. As FameBox’s digital marketing partner, Ignitee will help in conceptualising and executing social media campaigns to increase the level of consumer engagement across FameBox’s digital initiatives and properties. Ignitee will also be responsible for the digital media planning and buying as well as managing the FameBox website and microsites.

     

    “India is now witnessing a growing amount of ‘made for web’ content which is capturing the audience’s imagination.  We are seeing webstars emerge and this trend is going to grow rapidly in the coming 12-18 months. At FameBox, we build digital video led communities for established and emerging talent as well as grow the ecosystem around original digital content,” explained FameBox business head Dhruvank Vaidya. “To emerge as a true web-entertainer, it is important to have the right balance of great content, engaging style and an eye for monetisation opportunities. Creating awareness, educating and promoting original web content will require a concerted and integrated effort. And, that is where we see Ignitee adding value to FameBox’s proposition.”

     

    FameBox currently manages a network of channels on YouTube across genres including entertainment, fashion, travel, food, comedy, health and wellness, lifestyle, and technology.  In addition to producing ‘made for web’ content, FameBox is also creating online reality show formats like FameBox WebChef, India’s first online hunt for the best amateur cook. Every quarter will see a new show in a different genre.

     

    Ignitee Digital CEO Atul Hegde said, “With the tremendous surge in digital video consumption in India, there has been an increase in the creation of original content on the web in line with the global trend. This is the ideal time for brands to capitalise on this opportunity, develop channels across genres and create customised content that will connect with the consumers.  Ignitee is thrilled to partner with FameBox and will play an integral role in creating some path breaking content for them. We have started off with a bang with WebChef. You will see some more such marquee content for FameBox in the months ahead.”

     

    Ignitee Digital has an array of renowned clients across sectors – Lifestyle, Entertainment, Corporate, BFSI, and Travel & Tourism and is now aggressively focussing on growing the business across industries in India.

  • FameBox launches Exclusive Video Blog with Harsha Bhogle

    FameBox launches Exclusive Video Blog with Harsha Bhogle

    MUMBAI: FameBox, a multi-channel talent platform for digital media, has launched a new video blog in collaboration with Harsha Bhogle. Renowned cricket commentator and public speaker, Harsha Bhogle will share his views and insights on cricket and its legends on ‘Out of the Box with Harsha’. To begin with, the blog pays tribute to iconic Indian cricket legend Sachin Tendulkar who recently announced his retirement from international cricket. In the Sachin Tendulkar series of videos Harsha Bhogle talks about interesting moments and anecdotes about the cricketer starting from his early playing years.

    The video blog will be hosted on the FameBox Cricket channel on YouTube (http://www.youtube.com/user/FameboxCricket). Harsha will post a new video every week and will also regularly interact with his fans over social media to create conversations around the blog.

    “The video blog is an interesting new media form. It captures the essence of television without losing the easy informality of a conversation. Through these video blogs I will be hoping, effectively, to have informal conversations with you. These are new emerging mediums and they present fresh challenges. I do hope you like them.” said Harsha Bhogle. The video blog is part of a larger effort at developing Harsha Bhogle’s digital presence and the soon to be launched www.harshabhogle.com.

    FameBox provides a platform for established and emerging talentto develop an active and engaged community around their digital video content. ‘Out of the Box with Harsha’ is the first of such initiatives where FameBox will collaborate with popular and industry leading personalities to launch digital video properties.

    “We are elated that Harsha Bhogle has chosen FameBox to share his insights of cricket and give viewers an up close view of its legends with his fans. The video blog is an absolute delight for any cricket fan and presents a unique opportunity for fans to directly interact with Harsha as well as join the ongoing conversation around cricket,” said Dhruvank Vaidya, Head – Business Development and Finance, Four Cross Media, who will also head the FameBox business.“Digital video is being increasingly seen as a powerful medium for advertisers to connect and interact with their audiences.At FameBox, we are passionate about developing a wide range of content across genres, cultivating talent and taking existing talent to new heights.We will continue to provide more such opportunities to advertisers and audiences,” he added.