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Culture Machine and Bench Flix join hands for Bench Culture
Mumbai: A digital video entertainment company Culture Machine and Karthik Subbaraj founded Bench Flix, announced the launch of Bench Culture, which will curate short films and documentaries across the world. Bench Culture will open up the world to short film-makers while making it easier for the viewers to access content from domestic and international markets.
“With respect to content quality and viewership, short film segment is surely main stream material and ‘making short films big’ is our core vision. Bench Culture, the collaboration between Bench Flix and Culture Machine is powerful and complementing in building a brand for quality short films across the world” says Karthik Subbaraj.
Commenting on the launch of the platform Culture Machine CEO and co-founder Sameer Pitalwalla said, “ Bench Culture is a great platform that will provide the best of short films that are still unrecognised and create great entertainment for the Internet generation.”
Stone Bench Creations’ Bench Flix is an integrated aggregation and distribution platform for short films and is uniquely positioned in the space with over 1400 short films being curated under their banner. Besides, Bench Flix has played an integral role in bringing a mainstream credibility to this segment. Their most recent wins being the ‘Bench Talkies’ the successful theatrical release of short film as a feature and soon to be followed by ‘Aviyal’ in December this year. Culture Machine, the only digital entertainment company that brings together great content with great technology giving it an undisputed edge, reaches out to 4 Million subscribers through its expansive network.
The collaboration sees the coming together of the two powerhouses bringing their strengths to Bench Culture and build a platform that provides unprecedented opportunities for both the films and their makers.
eNews
Barc India, Nielsen launch Barc | Nielsen One Ads, a unified cross-media ad measurement tool
JioHotstar to deploy cross-screen measurement during T20 World Cup 2026
MUMBAI: Broadcast Audience Research Council India and Nielsen have joined forces to launch Barc | Nielsen One Ads, a cross-media measurement system designed to give advertisers a unified view of advertising performance across television and digital platforms.
The new framework combines Barc India’s linear television viewership data with digital audience measurement from Nielsen One Ads. The result is a single dataset that measures advertising reach and frequency across four screens: linear tv, connected tv, mobile and computer, while removing duplicated audiences across devices.
The move comes as India’s media landscape grows increasingly fragmented, with advertisers struggling to reconcile data from multiple platforms. The joint system aims to provide a single, deduplicated picture of campaign performance and audience reach.
“This marks a defining moment for cross-media ad measurement in India,” said Barc India chief executive Nakul Chopra. “Barc | Nielsen One Ads brings together television and digital screens in a unified system, enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”
Nielsen chief product officer Akhil Parekh, said the collaboration addresses a long-standing challenge for advertisers. “Brands have had to stitch together fragmented data to understand how campaigns perform. A single, deduplicated view across screens is something the industry has needed for years.”
The first deployment will take place on JioHotstar, which will use the system to measure advertising during the ICC Men’s T20 World Cup 2026 hosted by India and Sri Lanka. Barc India said the framework could expand to include more broadcasters and platforms if industry demand grows.
Among the system’s key features are unified four-screen reporting, advanced reach deduplication to eliminate duplicate viewers across devices, and detailed metrics including average frequency, gross rating points and demographic performance.
