ITV

Tag: Content Engineers

  • From screen to streaming, a new script for Indian entertainment : Ficci Frames

    From screen to streaming, a new script for Indian entertainment : Ficci Frames

    MUMBAI: Lights, camera, transformation! The entertainment industry is in the midst of a plot twist as digital platforms rewrite the rules of audience engagement. At FICCI Frames 2025, industry stalwarts dissected the evolving landscape, debating whether theatres and streaming services could co-exist in a mutually profitable sequel or if the latter would be the ultimate showstopper.

    Filmmaker Hansal Mehta and Netflix India’s VP of content, Monika Shergill, took centre stage in a panel discussion moderated by Saurabh Varma of Content Engineers. The discussion zeroed in on how streaming platforms have not just altered viewing habits but also reshaped Indian storytelling.

    With India’s digital entertainment market projected to hit $13 billion by 2027, streaming platforms are no longer just an alternative, they’re an essential part of the ecosystem. Shergill highlighted how Indian content is increasingly gaining global traction, with 60 per cent of Netflix India’s viewership coming from international audiences. “The power of streaming lies in its ability to amplify diverse narratives,” she said, emphasising how regional content is breaking barriers.

    But does this mean curtains for theatres? Not quite, argued Mehta. “Cinema has a soul that streaming can’t replicate. But the audience is demanding smarter, more immersive experiences,” he noted. With over 10,000 screens in India, he said, exhibitors are innovating enhanced sound, premium formats, and event-based screenings are drawing viewers back.

    The discussion underscored that storytelling now hinges on data-driven insights. “Streaming has democratised content creation. Today, analytics shape scripts as much as creative instincts do,” said Shergill. Mehta echoed the sentiment but warned against formulaic storytelling driven purely by metrics.

    While Hindi cinema’s box office has seen a 15 per cent recovery post-pandemic, OTT subscriptions in India have skyrocketed, with 450 million users now consuming digital content. “It’s a hybrid future,” Mehta admitted. “Theatres will continue to be the temple of cinema, but streaming is the pulpit from where stories reach the world.”

    With international audiences embracing Indian content like never before, streaming platforms have become a powerful gateway for cross-cultural storytelling. From rooted Indian narratives like The Railway Men to high-octane thrillers, OTT platforms are catering to an increasingly global fanbase. “It’s no longer just about Hindi cinema; it’s about India’s rich tapestry of stories,” Shergill pointed out.

    Meanwhile, theatrical releases are also seeing a shift towards large-scale, event-driven experiences. Films that promise visual spectacle historical epics, superhero sagas, and big-ticket entertainers continue to bring audiences to cinemas. “The future of theatres lies in making movie-watching an event, not just a routine,” Mehta observed.

    As India’s entertainment industry rides this digital wave, one thing is clear content consumption is no longer bound by screens or schedules. Hybrid distribution models are emerging, where films are simultaneously released in cinemas and on streaming platforms. Innovative experiments like pay-per-view premieres and interactive storytelling formats are also gaining traction.

    “The lines between mediums are blurring, and that’s not a bad thing,” Varma concluded. “We’re in the middle of a creative renaissance where technology and storytelling go hand in hand.”

    Whether it’s a theatrical blockbuster or a binge-worthy series, the show must go on and in this digital era, the audience is always in the director’s chair.

  • M&E veterans Saurabh Varma, Utpal Acharya launch Content Engineers

    M&E veterans Saurabh Varma, Utpal Acharya launch Content Engineers

    Mumbai: Former Jio Studios chief marketing officer Saurabh Varma has joined hands with a former executive from Cinépolis Gulf and Sony Pictures Utpal Acharya to form a content creation studio – Content Engineers.

    According to a statement, the studio will put $50 million as an initial investment to create all forms of intellectual properties including feature films, web series, documentaries and docudramas to cater to both theatrical and OTT space.

    Content Engineers is backed by Silicon Valley-based technology consulting and Angel investing enterprise Veear Projects which has networks all across North America and Asia.

    “The content will focus on grass-rooted Indian stories with Indian values. The vision is to create films based on new-age, heart-warming Indian stories that will connect with audiences all across the world,” a statement said.

    The firm will set up its own ideation cell and think tanks, disruptive media-tech initiatives, technology innovations, VFX studios, a post-production unit, and virtual production and script lab. The team at Content Engineers will consist of writers, storytellers, content creators from all across India including tier 2 and 3 towns with a focus on commercially viable original stories.

    Varma has worked with Jio Studios, Inox, Reliance Entertainment and PVR Ltd, handling marketing, distribution, programming and content syndication. Varma has also directed multiple feature films. Acharya has been part of giant corporates like Sony Pictures, UTV, Studio18, Reliance Entertainment and Cinepolis Gulf handling box office, sales, business development, production, distribution, programming, content acquisition and syndication. Both will bring in the experience of over 45 years and more than 1500+ films together.

    “Good stories can survive the toughest of times and well-engineered content has the power to put ideas into the world today,” said Saurabh Varma. “The recent growth in demand for content due to the rise of so many OTT platforms has opened a world of opportunities to explore disruptive content. In today’s world, where language is no longer a barrier, we intend to create grass-rooted Indian content that is Indian and yet global in its appeal. Content Engineers intends to invest in people, emotions and stories seamlessly link these elements to create impactful and meaningful content.”

    “Apart from creating relevant IP’s and disruptive content, Content Engineers aim to build a wholesome system that will nurture the chosen projects from scripting till it reaches the audiences worldwide,” said Utpal Acharya. “At times, a good narrative fails to get the right audience due to the lack of proper strategy and initiatives. Content Engineers aims to fill that void by forming a fine balance between the creative and the commerce thinking in the media-tech business.”