‘Jimikki Kammal’: News Corp buys global rights to stream viral dance video

The ‘Jimikki Kammal’ dance video performance by the students and teachers of Indian School of Commerce at Infopark in Kochi will now be streamed on the social media across the world.

Published: 17th September 2017 11:23 PM  |   Last Updated: 18th September 2017 05:00 PM   |  A+A-

A clip from the dance video

By Express News Service

THIRUVANANTHAPURAM: The ‘Jimikki Kammal’ dance video performance by the students and teachers of Indian School of Commerce at Infopark in Kochi will now be streamed on the social media across the world. Rupert Murdoch-owned media conglomerate News Corporation has entered into a pact with the UK- based International Skill Development Corporation Limited (ISDC), which promotes and manages the Indian School of Commerce, to stream the video. The entire income generated thus will be used for charity.

The dance performance went viral with an estimated 1.30 crore plus views. The dance was performed by the college students led by faculty members Anna George and Sheril G Kadavath to the tune of a popular number from Malayalam movie ‘Velipadinte Pusthakam’. The song has won rave reviews from several eminent personalities including popular American TV show host Jimmy Kimmel.

ISDC directors Venugopal V Menon and T N Prasad said the UK- based ISDC decided to turn the entertainment show on social media into an avenue for the organisation’s charitable activities and CSR initiatives. News Corp will promote the trendy dance performance video through their mass entertainment subsidiary ‘Storyful” in leading online platforms and TV channels across the world. News Corp is world’s fourth-largest media group in terms of revenue.

The agreement inked between ISDC and News Corp will allow leading media companies  to use the video content of  ‘Jimikki Kammal’ dance performance directly in news frames and entertainment shows on TV Channels like ‘Buzz-Feed’, ‘Mashable’, MSN, AOL, ‘Ellen’, ‘The Tonight Show’, MTV, The New York Times, NY Post, Sky News and Euronews. This will increase the video’s viewership manifold thereby generating income for ISDC’s charity and CSR activities.

Niramal Infopark MD Stephen Puthumana said the agreement signed with the global media giant in this regard is a first in the country’s history. This will infuse courage in them to explore more opportunities to find resources for charity and CSR activities in the future, he said.

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