YouTube promotes its stars on TV in new campaign

YouTube in India has recently started a campaign called #SeeSomethingNew where it is showcasing some of its top content creators across content categories like food, comedy/entertainment, music and technology.

According to Satya Raghavan, head of entertainment content for Youtube in India, #SeeSomethingNew is a mass media campaign that will feature the chosen creators on mediums like digital (YouTube) and television. "We selected creator channels based on a variety of quantitative and qualitative measures to help identify the best creators for this campaign," says Raghavan.

He explains that the campaign is one of the ways the company is investing in helping audiences discover the breadth of creator content that they can enjoy, and also help creators build on their success and inspire more creators to learn from them.

Individuals like home chef Nisha Madhulika - a homemaker from Noida with over 10 lakhs subscribers and seventeen year old budding chef Yaman Agarwal who runs his 'CookingShooking' channel from Hyderabad are among the creators being promoted. In entertainment, the campaign showcases Culture Machine's BeingIndian, a channel hosted by Sahil Khattar with over a million subscribers and 191 million views.

With an aim to encourage independent music artists, YouTube is also promoting boy band Sanam, Shirley Setia and India-born American singer Vidya whose YouTube channel Vidyavox is popular for its mashup videos. In the technology segment, the focus is on GeekyRanjit and Dubai-based Technical Guruji, whose channels guide millions of Indians on the best gadget to buy.

Raghavan adds, "Improved connectivity in India is leading to massive growth in online video content consumption with tier 2 cities leading in driving the growth across genres. We want to invest in turbocharging this growth and create opportunities for our creators to succeed online."