MIPCOM: Dick Clark Productions, Tubefilter to Produce Indian, South Asian Version of Streamy Awards (Exclusive)
Like its U.S. original, the first internationally localized take on the awards will honor the best in online video content and their creators.
India is getting its own Streamy Awards.
Following an agreement among Dick Clark Productions, Tubefilter and Indian digital media company Culture Machine, the awards honoring the best in YouTube, Facebook and online video will have its first localized version. The show will be produced for audiences in India and South Asian territories including Bangladesh, Pakistan, Sri Lanka, Nepal and Bhutan.
“From the beginning, the Streamy Awards have always strived to showcase digital entertainment to broader audiences, and our partnership with Culture Machine marks an important first step in our mission to celebrate excellence in online video, no matter in what part of the world it is made,” said Streamy Awards creator Drew Baldwin.
“Our partnership with Culture Machine represents all of the elements we feel necessary for success in localizing the show,” added DCP's evp, international distribution, Mark Rafalowski.
Established in 2013, Mumbai-headquartered Culture Machine creates online entertainment content and runs YouTube channels such as Being Indian, Put Chutney, Epified and fashion-oriented Blush, among others.
“The South Asian market is amongst the top three Internet markets in the world, and our partnership with Tubefilter and DCP is a step towards providing a platform that recognizes achievements for those pushing the boundaries of entertainment on the Interwebs,” said Culture Machine CEO and founder Sameer Pitalwalla.
At MIPCOM, Tubefilter and DCP said they would "continue to pursue the development of localized versions of the awards for additional international territories in the next year."
The Streamy Awards were created in 2009 by then one-year-old start up Tubefilter, which partnered with DCP in 2011 to expand the awards both online and via television. This year saw the awards broadcast on television for the first time, simultaneously airing on VH1 and Canada's Much and Bell Media networks.
The fifth edition of the awards were held at the Hollywood Palladium in September, hosted by online video personalities Grace Helbig and Tyler Oakley with presenters and attendees including Paula Abdul, Mel B., Natasha Bedingfield and Ciara, among others.
Among the winners honored was ||Superwoman||, aka Lilly Singh, a Canadian of Indian origin who won in the first-person channel, series or show category. With her 6.8 million subscriber-strong ||Superwoman|| channel, featuring videos such as "Indian Parents Explain How Babies Are Born," Singh was also nominated for the entertainer of the year (audience choice) award.
Singh, who visited India early this year at the second YouTube Fan Fest in Mumbai, was also featured in The Hollywood Reporter's Top 25 Digital Stars list.
Dick Clark Productions and The Hollywood Reporter are both owned by affiliates of Guggenheim Partners.