Ruchir Joshi joins Culture Machine as content head

He will spearhead the content division across all channels owned and operated by the company.

Culture Machine, the digital media company, has announced the appointment of Ruchir Joshi as content head.

Joshi, who will handle the content division across all channels owned and operated by the company, will be based in Mumbai and will report to Sameer Pitalwalla, chief executive officer (CEO) and co-founder, Culture Machine.

Commenting on the new hire, Pitalwalla says, "The combination of our technology and content has caused our owned and operated viewership to grow rapidly. This is still Day One for digital media, and as we grow video offerings within our brands and expand to newer verticals, (Ruchir) Joshi, with his years of experience in genre-based content and mindset of combining tech and art, makes for a great addition to our executive team."

Speaking about his new role, Joshi comments, "I've followed the progress of Culture Machine from its early days because it has displayed a unique mix of creative courage and brand-building acumen that is rare. Personally, I belong to that breed of creative professionals who like blending technology usage and business understanding into my work so that a macro end is met along with creative satisfaction. And, that is exactly what I look forward to achieve with Culture Machine."

Joshi joins Culture Machine with over two decades of experience spanning across television and digital media, making and syndicating content from India for a global audience. In the past, he has had the opportunity to create content that has aired on top international TV networks. As head of programming and content of the food-lifestyle TV channel FoodFood (now part of the Discovery Network), he created quality content for all platforms, says the company in a press release.

Founded in 2013 by Pitalwalla and Venkat Prasad, Culture Machine Media is a digital media, research, and marketing services company that creates entertainment for social media platforms the world over by combining technology with content. A wholly-owned subsidiary of The Aleph Group, Singapore, Culture Machine has offices in India (Mumbai, Delhi, Pune, and Chennai), as well as in the United States of America (California).