In a move aimed at redefining the creation and distribution of digital video, India’s The 120 Media Collective and Britain-based Diagonal View on Wednesday announced their Sooperfly joint venture.

The companies have come together to create a platform for talent and publishers to enter the world of video creation, distribution and monetisation. As part of this, The 120 Media Collective will package professional content and substantial audiences to drive premium ad sales and brand integrations.

Explaining the concept further, Roopak Saluja, founder and CEO, The 120 Media Collective, said in a statement: "Sooperfly is The 120 Media Collective’s digital video distribution arm that gives us the capability to build content brands direct-to-audiences."

"Diagonal View as the global leader in audience development and channel management is the ultimate partner to join forces with in taking Sooperfly to a position of leadership in empowering digital video across Asia," Saluja added.

The company will have a three-pronged approach to empowering the entire digital video ecosystem. Firstly, it will bring new and existing talent into the digital ecosystem by breaking down barriers and providing an entire suite of services including development, production, channel management and audience building.

Secondly, it will tap into large publishers and curate, manage and monetise their existing content; and thirdly, Sooperfly will also empower and enable brands to turn publishers with the creation of video-led properties around the talent pool.

As per plans, Sooperfly will forge 200 partnerships during 2015, across individuals, publishers and content collectives, who will co-produce content across a range of genres including lifestyle, beauty, fashion, comedy, sports, education, technology, the performing arts and more.

The network already boasts names such as media personality Vir Sanghvi, chat show host Tara Sharma and stand-up comic Radhika Vaz, while collectives such as Shalom Films and The Rolling Garaari bring in a variety of topical and serial content.

“The market for professional video is global, and through local partners we have had great success throughout the US, Europe and the Middle East. We see huge potential in the Asia Pacific market, and believe this partnership and its unique skill sets will deliver professional video to substantial audiences”, said Matt Heiman, founder, Diagonal View.