Banijay Asia, GroupM strike content deal targeting Indian market

Banijay Asia and GroupM India have struck up a content partnership targeting the Indian market.

The deal will see GroupM’s Motion Content Group and Banijay Asia — the 50-50 JV between Banijay Group and media vet and former Endemol Shine India boss Deepak Dhar — creating both scripted and non-scripted content across a variety of genres for linear channels and OTT services.

Banijay Asia will contribute premium content production capabilities, including the acquisition of format rights, while Motion Content Group will leverage GroupM’s expertise in understanding audiences, media consumption, brands and managing format rights.

The deal extends a pre-existing relationship between the businesses. Previously, Motion Content Group served as partner on RDF Television-backed Fizz’s Shipwrecked (pictured) reboot earlier this year; IWC’s Secret Scotland for the UK’s Channel 5; and Banijay Production Germany’s Wild Things for RTL II.

The partnership comes just a month after it was revealed that Banijay is not currently in the running to buy Endemol Shine Group, which is back on the sales block.

Deepak Dhar, founder and CEO of Banijay Asia, said, “While the content industry is growing in the country and we truly are only at tip of the iceberg, there is a lag in bringing 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. I know we have found the perfect partner for this in GroupM’s Motion Content Group.”

Prasanth Kumar, CEO of GroupM South Asia, added: “With this new partnership, we want to continue to create engaging and premium content for GECs and OTT platforms. We strive to enhance the ecosystem and deliver top value entertainment content, while simultaneously helping brands reach their audiences.

“With the help of Motion Content Group’s media and audience understanding powered by Banijay Asia’s creative strength, we look forward to reaching out to more fans across platforms in innovative ways.”