Mumbai: The creator tech company Animeta founded by Anish Mehta, has announced numerous key hires. The new leadership team, which includes seasoned experts from the world's most cutting-edge and significant digital and media companies, is poised for significant success in the Asian creator market.
Under Mehta's leadership at Cosmos Maya, the studio achieved many industry firsts, including championing the cause of creating original Indian IPs at scale and building a YouTube network with over 90 million cumulative subscribers across 35 channels.
Animeta is a Singapore-based Creator Tech company focused on creating & nurturing digital creators by helping them grow their communities & maximise their earnings across multiple social media platforms & customized brand solutions through the proprietary AniMeta AI-based Self-Service Creator Tech platform.
On the slew of new appointments, Animeta founder Anish Mehta and CEO Devdatta Potnis spoke to Indiantelevision.com on content creation, technology, trends goals, and expansion plans.
Also read: Animeta adds tech and media mavens for dynamic leadership team
Edited excerpts
On the USPs of Animeta
Anish Mehta: We offer Financial Investment, Data Analytics & Business Intelligence, Content Strategy & Creative Supervision, Brand, PR & Social Media Expertise in addition to data-driven, result-oriented & authentic brand campaigns to our Creator Partners.
On the name
Anish Mehta: Animeta links to the metaphysical world and empowers one to unleash the infinite opportunities that every individual can generate through the right mix of hard as well as smart work. It reflects our core working philosophy, whereby Animeta empowers ‘any’ individual to reach his/her meta state. And the thrust on the individual is reflected through the spelling ‘Ani’ instead of the usual any.
This thought is reflected through the visual mnemonic we use to convey the identity of Animeta, which is the video record button. The video record button is a symbol of democratisation which is intrinsic to our brand and becomes the one button that lets a creator connect with his/her metaphysical self.
There was a fair amount of discussion and debate that went behind this and we are happy to have an esteemed partner like Hyphen Brands who helped us rightly justify & manifest this thought through our visual identity. The entire Animeta universe spins off from there.
The creators are at the very core of our DNA at Animeta. Our only message to the creators through this communication is that they should continue to record their videos and we will take care of everything else.
On the role of technology
Anish Mehta: AI will play a crucial role in the content business and therefore our creator-tech platform Animeta is AI-powered. We believe that leveraging the functionalities of AI tools could help developers create more advanced and personalised content pieces that are more market relevant and in line with the ongoing trends. By using AI algorithms to automate content creation, provide personalised recommendations, analyze data, provide customer support, and improve product development, the developers could create a more powerful and efficient tool that helps creators and businesses succeed in the creator economy.
Devdatta Potnis: AI and machine learning technologies are advancing rapidly, and we are already seeing some exciting developments in the field of creator tools and platforms. As AI algorithms become more sophisticated and powerful, we can expect to see even more innovative and game-changing products emerge that will reshape the creator economy and the entertainment industry as a whole.
On the vision and goal
Anish Mehta: India alone has around 755 million social media users and about 80 million content creators, of which less than 0.2 per cent can monetise their content. Animeta aims to bridge this gap through its creator tech platform & be the enabler who empowers a vast majority of creators by increasing their monetization potential to bring about a meaningful change in their lives.
On the expansion plans and the slate of new appointments in the company?
Anish Mehta: We have just announced the leadership team, which is indeed a dream ensemble team that brings together eclectic talent from the very best of tech & media companies. The company has already begun its operations and the next phase plans are etched out which will be announced in due course when the time is right.
On the trends related to content creation in India
Anish Mehta: GenZ as we know is a ‘born-on-mobile’ generation and their first choice of consumption is the content on social media platforms. This is the single most generation-defining trend which will have a lasting impact on content viewership & consumption patterns across the world for years to come.
Devdatta Potnis: With platforms such as YouTube, Instagram, Facebook and many others defining the trend, the world is witnessing a sea of change. Another trend is the increasing focus on user-generated content and the democratization of content creation, with social media platforms allowing anyone to create and share their content.
Anish Mehta: The content industry is also seeing a surge in demand for niche content, particularly in genres like travel, food & cooking, eating challenges, relaxing art, DIY, animals & pet care, gaming, people & vlogs among others. As audiences become more discerning and selective about the content they consume, creators are focusing on producing more targeted and specific content.
With digital platforms collapsing the geographical boundaries, global and Indian trends are mirroring each other more evidently and we are catching up with the west in real-time. The one trend that further distinguishes us is the recently unleashed power of the regional Indian content which has become a formidable force to reckon with.
On Dev as the CEO
Anish Mehta: Dev can build a scalable business, address an individual creator’s needs & manage investor relationships with equal passion & commitment. So he is the right person to spearhead Animeta on its growth path. I’m very happy to have him on board.
On being the CEO
Devdatta: Animeta is a forward-thinking organization in the truly democratized creator economy, and I am grateful to have received the opportunity to be its chief architect. We intend to bring the studio model into the creator economy space where we will be investing in the right creators and creating brands out of them.
We will bring about multi-platform monetization, increase their community in regional & international markets, maximize their brand campaigns & empower them for social commerce; all through our AI-powered creator tech platform. It is always great to challenge one and it is a pleasure to work with the people you love to work with. I am happy that Animeta offers both at the same time.
