Big Owl Pictures Australia and Initium Productions India, have entered into an exclusive agreement for the production and distribution of unscripted formats for the Indian market. 

Initium Productions, a Procam International group company, is a company that provides live sports and entertainment, as well as augmented and virtual reality.

The collaboration combines global expertise and local insight to deliver fresh, high-quality content tailored for Indian audiences.

The partnership will launch 25 original, formats spanning diverse genres including entertainment, dating, food, quiz, game, reality, sport, transactional and survival, in the upcoming years.

This new format will be led by Shaun Murphy, founder and CEO, Big Owl Pictures and he will develop and produce all genres of unscripted content. Murphy has led formats such as The Masked Singer, The Bachelor, Celebrity Apprentice and Dancing with The Stars. He was previously the head of television at Warner Bros Australia.

Procam International has been instrumental in creating four IPs including the Tata Mumbai Marathon. With a diverse portfolio that includes collaborations with brands like Tata, Nykaa, Microsoft, Dior, Airtel, Sony Sports, Disney+ Hotstar, Rajasthan Royals, and the Kolkata Knight Riders, Initium has consistently created impactful narratives that help brands achieve their objectives. 

The deal was initiated by Sean Nicholls, former President, Octagon Asia Pacific, and current CEO of Link Marketing and Management International (LMI). This partnership marks the beginning of an exciting new chapter in unscripted entertainment content for India.

Murphy said, "Each format we have created, we look at the broader life beyond the TV show, how it adapts to mobile, gaming, creative online community, tourist attraction, live event. We look at the afterglow across all of our formats, so our platform partners can share in the world that the IP creates. Our relationship with Initium is built on bringing original formats to life, through creative business thinking."

David Premier, Co-Founder, Initium Productions expressed “India’s television and OTT landscape has experienced a huge surge, offering boundless opportunities for new-age storytelling. With this collaboration we aim to bring fresh, engaging content to Indian viewers while maintaining the global appeal of Big Owl’s popular formats, to set new benchmarks in the industry.”