afaqs! news bureauPublished: 14 Jun 2017, 12:00 AM
Digital

"This deal with Star Vijay represents a major extension of the brand": Culture Machine's Tuhin Menon

As a part of the deal Culture Machine will create hour-long episodes for Star Vijay.

Staring July 2, 2017, multi channel network Culture Machine's Tamil digital media brand 'Put Chutney' will foray into television with Star India's Tamil general entertainment channel Star Vijay.

"This deal with Star Vijay represents a major extension of the brand": Culture Machine's Tuhin Menon
"This deal with Star Vijay represents a major extension of the brand": Culture Machine's Tuhin Menon

This move marks the collaboration between a digital player and a linear broadcast conglomerate. Culture Machine's 'Put Chutney' which caters to the Tamil speaking audience globally, will produce hour-long exclusive episodes on Star Vijay for the show titled, 'Intensive Comedy Unit (ICU)'. The format and characters for the show have been developed by Put Chutney. The show will air every Sunday on Star Vijay at 12 noon.

Tuhin Menon, president, Culture Machine says in a media statement, "This deal with Star Vijay represents a major extension of the brand, which now straddles both digital and linear platforms. We could not have found a better partner than Star Vijay to take the Put Chutney brand to the next level, through a unique one hour show that is guaranteed to delight loyal and new audiences alike".

Krishnan Kutty, general manager, Vijay TV adds, "We at Vijay TV believe in partnering with the most exciting creative minds in the business. In Put Chutney, we found a partner who we believe will push the boundary in the comedy genre and who share our commitment in providing the most cutting edge content to Tamil consumers."