Tag: Sameer Nair

  • From reel to real change as IMDb maps 25 years of indian cinema

    From reel to real change as IMDb maps 25 years of indian cinema

    MUMBAI: Lights, camera, reflection! As IMDb turned the spotlight on 25 Years of Indian Cinema (2000–2025), a new script of change unfolded, one where superstardom is shared, stories are decentralised, and the audience now holds the director’s chair.

    In a spirited roundtable hosted by Anupama Chopra for The Hollywood Reporter India, industry stalwarts Siddharth Roy Kapur, Kiran Rao, Sameer Nair and Raj Nidimoru dissected the shifting contours of India’s cinematic universe. The conversation, anchored in IMDb’s landmark report, delved deep into how streaming, social media, and audience evolution have rewritten Bollywood’s rulebook.

    “Stardom has been democratized,” said Siddharth Roy Kapur, noting how the halo once reserved for a handful of megastars has now spread across platforms and personalities. Rao agreed, adding that today’s fascination lies less with the cult of celebrity and more with the craft itself. “It’s stopped being all cult of personality. There are so many more artists now that people are interested to watch,” she said, highlighting how Youtubers, comics, and digital creators now rival traditional film stars in influence.

    Raj Nidimoru pointed out the industry’s long-standing blind spot, the lack of sustained investment in building women’s stardom. “The hero is treated like a franchise,” he said, “but the same pipeline doesn’t exist for actresses. You can’t expect overnight success for female-led films when you haven’t built that equity over time.” His words struck a chord, echoing an industry still learning to give its heroines equal narrative and commercial weight.

    The conversation turned south quite literally as Kapur acknowledged the audacious ambition of regional cinema. “There’s something to be said for the ambition of South films,” he remarked, attributing their boldness partly to the less corporatised funding ecosystem. “They go all in. That chaos fuels creativity.”

    Nidimoru added a telling anecdote from his Stree shoot in Chanderi: “The cook was watching a dubbed Telugu film that’s all they watched.” For him, the distinction between North and South cinema no longer holds. “It’s one Indian film industry now,” he said.

    Sameer Nair proposed a compelling concept CSR for creativity. “The industry needs its own form of CSR Creative Social Responsibility,” he said, urging filmmakers to balance profit with purpose. “For all the commercial stuff we aspire to, we must ensure creativity is preserved and shared almost like saving the knowledge of the race.”

    As the discussion drew to a close, it was clear that Indian cinema’s next 25 years won’t just be about bigger budgets or bolder scripts but about inclusion, integrity, and imagination.

    After all, the story of Indian cinema has never been just about stars on screen. It’s about who gets to shine next.

    Watch the full discussion here

     

  • Applause’s Sameer Nair spills the secret sauce for hit storytelling

    Applause’s Sameer Nair spills the secret sauce for hit storytelling

    MUMBAI: At Ficci Frames’ silver jubilee edition, a candid panel discussion between Applause Entertainment managing director Sameer Nair and India Today senior editor and anchor Akshita Nandagopal, brought the house down with humour, insight and a healthy dose of industry nostalgia.

    Moderating the fireside chat ‘Scaling stories, earning applause,’ Nandagopal kicked off by asking if Applause Entertainment had cracked the “OTT code,” given its slate of acclaimed shows like Criminal Justice (2019-present), The Hunt (2025) and Black Warrant (2025).

    Nair brushed off the idea of any secret formula. “Storytelling is a difficult enterprise,” he said. “You put in all the hard work and finally show it to an audience, sometimes they love it, sometimes they don’t. What we try to do is tell stories that feel real, even if they entertain first.”

    Citing his fondness for contemporary history, Nair explained how Applause often draws inspiration from real people and events, and banks on the entertainment factor. Black Warrant, he pointed out, isn’t about the dark underbelly of the Tihar Jail and the inmates as much as it is about “three young people on their first day at work; only, their workplace happens to be the Tihar Jail.” The company’s celebrated Criminal Justice series, meanwhile, has gone far beyond its British and American counterparts. “By the fourth season, we weren’t adapting anymore. We were living in the world of Madhav Mishra,” he said with a grin.

    Continuing the conversation on creativity in Indian storytelling, Nandagopal asked Nair, “Creativity is always a buzzword, but sometimes it feels boxed in a certain way. You can’t talk about uncomfortable topics; you have to be mindful of controversy and what entertains an Indian audience. Do you think creativity is constrained like that?”

    Amusedly, Nair interjected, noting that this isn’t unique to India. “In the eight years we’ve been doing this, we haven’t really got into much trouble, so we must be doing something right. We don’t have an agenda; we’re telling stories that make you think, but not what to think. We find compelling characters, research their worlds, and present their stories as balanced and entertaining as possible. They are people like you and me.”

    He brought up The Hunt as an example, which begins with the assassination of Rajiv Gandhi but quickly transitions into a police procedural. “It’s not about politics; it’s about crime and justice… In the process, you get to know the characters. There’s one scene where Sivarasan, the one-eyed LTTE mastermind, sits in a theater watching a Rajnikanth film. We loved putting that in, it humanises him without glorifying anything.”

    When Nandagopal brought up the theme of change, both broadly and through the lens of content, Nair noted how some formats have stood the test of time. “KBC is a classic because it has a great format and Mr. Bachchan,” he said, crediting both star power and familiarity for its relic appeal. “Audiences talk about change all the time, but they also love familiarity. Sometimes you don’t want a murder mystery; you just want to relax.” To which, Nandagopal nodded and said, ‘It’s a comfort watch. A lot of us do that. We’ve been watching a lot of the classics that we’ve seen before. Knowing that that’s something that’s predictable. We know what we’re expecting there. And yet we love to watch it.

    Looking back at the first Ficci Frames two decades ago, Nair painted a vivid picture of how dramatically the industry had evolved. “In 2005, television ruled everything. There was no Facebook, Twitter or Youtube, even the iphone didn’t exist. By 2015, digital platforms had become the barbarians at the gate. Now, in 2025, we’re minor players compared to Netflix, Youtube and social media. And just as we adjusted to that, AI arrived.”

    The conversation soon turned to the elephant in every creator’s room: will AI replace creativity or enhance it? Nair’s reply was measured. “AI will be a great tool if it can create that suspension of disbelief,” he said. “When you see a dinosaur chasing you in Jurassic Park, you believe it. If AI can make you believe without breaking the illusion, it’s magic. But if it looks fake, we might as well be watching animation.”

    He added that AI, much like earlier leaps in filmmaking, from special effects to computer graphics, would revolutionise the process but not erase human creativity. “Even an AI actor needs direction, a script and a story,” he said. “If machines create everything end to end, without human emotion, we’ll just be watching something intelligent but soulless. We must use it wisely.”

    As the conversation veered back to Applause’s future, Nair revealed that the company has recently acquired the rights to Jeffrey Archer’s books and has a robust slate of upcoming projects. Upcoming projects include new seasons of Criminal Justice and Black Warrant, the next installment of the Scam franchise, and a Tamil feature Bison directed by Tamil director and screenwriter Mari Selvaraj. He also teased Gandhi, a three-season epic inspired by Indian historian and author Ramachandra Guha’s books. “It’s not about Gandhi,” Nair chuckled and said, “it’s about Mohandas before he became the Mahatma: an 18-year-old who goes to college in London, and does all the standard things that rebellious teenagers do.”

    For Nair, storytelling remains deeply human: an approach that has shaped Applause Entertainment’s diverse slate, from thrillers rooted in true events to expansive biographical dramas.

    In a world where algorithms and art are learning to coexist, it’s a fitting reminder that great storytelling, no matter the medium, will always find its audience.

  • Hindi cinema stars light up Ficci Frames’ silver jubilee

    Hindi cinema stars light up Ficci Frames’ silver jubilee

    MUMBAI: Lights, camera, silver jubilee! Ficci Frames, Asia’s leading media and entertainment conclave, is rolling out the red carpet for its 25th edition in Mumbai on 7–8 October 2025.

    The milestone gathering, themed “A silver jubilee of vision, voices & creativity”, will be inaugurated by minister of state for information & broadcasting L Murugan and Maharashtra chief minister Devendra Fadnavis.

    Hindi cinema icons Anil Kapoor, Akshay Kumar, Smriti Irani and Ayushmann Khurrana will headline the two-day event, joining an impressive line-up of industry leaders including Aroon Purie, Sam Balsara, Sameer Nair, Ekta Kapoor, Siddharth Roy Kapur, and filmmakers Hansal Mehta, Shoojit Sircar and Kiran Rao.

    The conclave will host fireside chats, policy sessions and showcases, with global heavyweights such as Netflix’s Monika Shergill, Amazon Prime Video’s Gaurav Gandhi and Warner Bros Discovery’s Arjun Nohwar adding international clout.

    Adding a global spark, a Russian delegation led by Moskino and the Moscow export center will participate, opening new doors for co-productions and cultural partnerships.

    With states like Madhya Pradesh, Maharashtra, Delhi and Jharkhand pitching in through policy and showcase sessions, this silver jubilee promises not just glitz but game-changing ideas for the next chapter of India’s media and entertainment story.
     

  • Applause Entertainment marks eight years with bigger bets

    Applause Entertainment marks eight years with bigger bets

    MUMBAI: Eight years may seem young, but Kumarmangalam Birla-owned, Sameer Nair-led Applause Entertainment has already muscled into the top tier of India’s content business. Since its 2017 launch, the studio has churned out more than 50 original series, films and documentaries across every major streamer — from Netflix and Amazon Prime Video to Disney+ Hotstar, Zee5 and Sony Liv.

    Operating on what it calls a “hub and spoke” model, Applause invests upfront in content, collaborates with producers such as Banijay Asia, BBC Studios, Rose Audiovisuals and Emmay Entertainment, and then syndicates the finished work to platforms worldwide. Its catalogue includes both original dramas and Indian adaptations of acclaimed books and international formats.

    After shaking up the digital series  market, Applause has shifted gears into films with titles like Iftikaar, The Rapist and Aruvi. It has also launched Applause Productions, whose debut project is the Indian remake of Fauda. In animation, it has struck an exclusive deal with Amar Chitra Katha to reimagine 400-plus comics for global audiences and under the Appla Toon brand on YouTube.

    It recently partnered with author Jeffrey Archer to adapt his books into series or movies. 

    Nair has built a seasoned team backing him up, with Deepak Segal as chief creative officer, Prasoon Garg as chief business officer, Sunil Chainani heading films, Maansi Darrbar heading Applause Productions,  Siddharth Khaitan heading special projects like Gandhi and Scam, and Devnidhi Bajoria overseeing marketing.

    With scores of projects in the pipeline, the studio is plotting a push beyond India into documentaries, infotainment and even gaming.

    Eight years in, Applause is just clearing its throat. And loving the viewing audience’s critics’  applause.

  • Applause Entertainment’s & Hansal Mehta’s Gandhi to world premiere at TIFF 2025

    Applause Entertainment’s & Hansal Mehta’s Gandhi to world premiere at TIFF 2025

    MUMBAI: In a landmark moment for Indian storytelling, Gandhi, the sweeping international series by Applause Entertainment and filmmaker Hansal Mehta, is set to make its world premiere at the 2025 Toronto International Film Festival (TIFF). Selected as part of TIFF’s prestigious primetime programme, it is the first Indian series ever to feature in the festival’s showcase of auteur-driven episodic storytelling.

    Starring Pratik Gandhi in the titular role, Gandhi is adapted from historian Ramachandra Guha’s definitive biographies and charts the early, lesser-known years of Mohandas Karamchand Gandhi. The first season, titled An Untold Story of Becoming (1888–1915), traces his formative years from a curious teen in colonial India to a struggling law student in London and a young barrister in South Africa—long before the Mahatma was born.

    Sameer Nair“To have Gandhi selected for TIFF’s Primetime showcase is both an honour and a moment of immense pride; not just for Applause, but for Indian storytelling. Taking you up close and personal to the young Mohan way before he became the man history knows, this series is the culmination of deep research, creative development, and unwavering belief in the human story we wanted to tell,” said Applause Entertainment managing director Sameer Nair.  “TIFF will be the first time our Gandhi will be seen by audiences. To begin that journey on a global platform of such import, is the perfect start and we can’t wait for the world to discover him.”

    For Hansal Mehta, the director and showrunner, TIFF holds special significance. “Gandhi has been the most creatively challenging and soul-stirring journey of my career. It’s not just a story from our past—it’s a meditation on conscience, a portrait of a man in constant conflict with himself and his times,” explained Mehta. ”TIFF has previously been home to some of my most precious pieces of work, and to have perhaps the most ambitious story of my career premiering there is doubly special—particularly in TIFF’s 50th year. To share this journey at a festival that has embraced me over the years is both humbling and surreal. I hope it opens the door for more Indian series to find their place on the world stage.”

    Hansal MehtaThe Gandhi premiere will see key cast and crew in attendance, including Sameer Nair, Hansal Mehta, Pratik Gandhi, Tom Felton, Kabir Bedi and Siddharth Khaitan. The series boasts a powerhouse creative team with music by A.R. Rahman and writing by Vaibhav Vishal, Karan Vyas, Felix von Stumm, Hema Gopinathan, Sehaj Kaur Maini and Yashna Malhotra. Script development was supported by Siddhartha Basu and Ramachandra Guha, with casting by Mukesh Chhabra (India) and Shakyra Dowling (International).

    TIFF’s primetime section has previously hosted series by the likes of Alfonso Cuarón, Shawn Levy and Steven Knight. With Gandhi entering this rarefied space, Indian long-form storytelling may have finally arrived on the world stage.

  • Applause gives Archer novels the reel deal with big screen plans

    Applause gives Archer novels the reel deal with big screen plans

    MUMBAI: India is flipping the page on adaptation history Jeffrey Archer’s bestsellers are finally getting their official real life adaptation close-up. Move over pirated plots and ‘inspired’ scripts Jeffrey Archer is getting a legitimate Indian makeover. In a landmark announcement, Applause Entertainment has acquired exclusive screen rights to six of the legendary author’s most iconic novels. And unlike decades of uncredited rip-offs, this one’s all above board legal, global, and ready to stream in style.

    The acquisition includes The Clifton Chronicles, First Among Equals, Fourth Estate, Sons of Fortune, Heads You Win, and The Eleventh Commandment. Applause, known for high-impact Indian originals like Scam 1992 and Criminal Justice, is making its first foray into international fiction adaptations and they’re going big. Expect a slate of premium drama series and feature films spanning languages, formats, and platforms.

    At a live conversation in Mumbai, author Jeffrey Archer and Applause MD Sameer Nair shared their vision and plenty of mutual admiration. “There isn’t a Cain, but there’s certainly an Abel in every Indian,” joked Archer, reflecting on how his stories of ambition, love, betrayal and revenge have found deep resonance here. The 85-year-old best-selling author, whose books have sold over 300 million copies across 115 countries and 49 languages, called the collaboration “a privilege,” but added with trademark candour, “I shall be watching and waiting for results!”

    Sameer Nair was clear that this partnership signals a bold new direction. “This isn’t just a rights deal, it’s a creative call-out to India’s best storytellers,” he said. “We’re inviting screenwriters, directors, and regional creators to reimagine Archer’s worlds in contemporary Indian settings while staying true to the original narrative arc.” Nair cited First Among Equals as an example, saying its political premise translates beautifully into India’s high-stakes electoral landscape. “Just replace Westminster with the Vidhan Sabha, and you’ve got a blockbuster.”

    Applause plans to adapt some novels as long-form series and others as films, possibly in multiple Indian languages. The idea, said Nair, is to retell global IP through a local lens and take it back to the world via global streaming platforms. “These are timeless stories, and the new generation deserves to hear them in a voice and context they understand.”

    For Archer, the faith in adaptation lies in one word: screenwriting. “If the screenplay’s right, the show works. If it isn’t, nothing can save it,” he quipped, citing The West Wing as an example of sublime screenwriting. And he’s no stranger to the perils of poor adaptation either. “The BBC did Cain and Abel brilliantly. But Not a Penny More, Not a Penny Less? Terrible. It’s not easy but when it works, it’s magic.”

    In an industry where copyright infringement once passed for creativity, this deal is also a statement. “Indians are done with jugaad. We want to do it the right way,” said Nair. “It’s time Indian content gets a global reputation for originality and excellence.”

    So what’s next? The creative process has begun, with teams now deciding which titles will go where, in what language, and on which platform. Archer’s only golden rule to filmmakers? “Stick to the story. Don’t think you can write your own half of Kane and Abel. Just don’t.”

    From the pirated paperbacks sold at Indian traffic signals to a sprawling screen universe led by some of the country’s sharpest creators Archer’s tales are finally getting the adaptation they deserve. With Applause calling the shots, this is one literary remix that promises to be worth the wait.

  • Jeffrey Archer tips his hat to India’s enduring love for great stories

    Jeffrey Archer tips his hat to India’s enduring love for great stories

    MUMBAI: When an Archer hits the screen, it’s bound to be cinematic. In a landmark move that marries British literary mastery with Indian storytelling flair, Applause Entertainment has acquired exclusive screen rights to six of Jeffrey Archer’s most popular novels, The Clifton Chronicles, Fourth Estate, First Among Equals, The Eleventh Commandment, Sons of Fortune, and Heads You Win. This marks Applause’s first foray into global fiction adaptations and sets the stage for a string of prestige projects that promise political intrigue, media dynasties, and multi-generational drama with an unmistakably Indian flavour.

    In a candid and entertaining conversation, author Jeffrey Archer and Applause Entertainment’s managing director Sameer Nair gave a glimpse into the creative chemistry behind this literary-meets-OTT deal. “I’m sentimental about my Everest story,” Archer said, musing about Prisoner of Birth, a title he still hopes will see a screen adaptation someday. Reflecting on timeless narratives, he added, “Jane Austen, Higgins, Agatha Christie they go on. A good story lasts and lasts.”

    This acquisition isn’t just about borrowing bestsellers. “We’re looking to take these stories to a much wider audience,” Nair said. “The adaptations will be reimagined in Hindi, possibly Tamil or Bengali, and crafted for young adult sensibilities without compromising on Archer’s signature pace and drama.” The projects will be helmed by a wide pool of Indian creators Applause has previously collaborated with. “We’re already in discussions, and within the next 3–6 months, you’ll hear announcements,” Nair assured.

    The creative challenges, however, aren’t just about casting or rewriting. “Jeffrey and I see eye-to-eye more easily than our lawyers do,” Nair quipped. “But that’s true for everything in showbiz. The lawyers will hold us up more than anyone else.” Archer added, tongue firmly in cheek, “I’ll wait to see the results before I comment again!”

    The plan isn’t to play only to Archer’s existing readership either. As Nair explained, “Reading requires literacy. Consuming audiovisual content doesn’t. The idea is to make these adaptations contemporary, bold, and cinematic to reach beyond readers, to those who haven’t read the books, and make them fall in love with the story all over again.”

    Asked about the marketing vision, Nair kept it grounded: “We’ve got to make the shows first. Once we do that, we’ll see where they go.” The team hinted at partnerships with global streaming platforms and a high-quality visual treatment, given Archer’s dense plotting and character arcs.

    The move also fits squarely within Applause’s content philosophy of adapting compelling, well-known IPs with local creative sensibilities. The studio has previously reimagined formats like Scam 1992 and Criminal Justice for Indian audiences.

    For Archer, whose books have sold over 275 million copies globally, this collaboration marks another chapter in his screen journey. His previous titles like Kane and Abel have made it to TV but often, without his permission. “I hate it when people say, ‘I loved Kane and Abel on television,’” Archer lamented. “They just stole the story!”

    As for storytelling itself? Both Archer and Nair agree, it’s universal. “There’s no such thing as Indian or foreign storytelling. A local story is only good if it’s universal,” Nair summed up. Archer added, “I read an Italian novel recently The Leopard. Didn’t care that it was Sicilian. It was a damn good story.”

    And now, six damn good stories are headed to Indian screens with a fresh voice, but Archer’s trademark twists intact. Let the adaptations begin.
     

  • Applause Entertainment hits a hat-trick with streaming blockbusters in 2025

    Applause Entertainment hits a hat-trick with streaming blockbusters in 2025

    MUMBAI: It’s applause all the way for Applause Entertainment, the Aditya Birla Group-backed content powerhouse, as it scores three back-to-back streaming hits in the first half of the year. With Black Warrant on Netflix, Criminal Justice: A Family Matter on JioHotstar, and The Hunt: The Rajiv Gandhi Assassination Case on Sony LIV, the studio has cemented its grip on India’s OTT throne.

    Each show didn’t just top viewing charts, they trended, triggered conversations, and won over both audiences and critics alike.

    As the studio preps to blow out eight candles this August, its track record is already worthy of a standing ovation. With 55+ titles under its belt, spanning scam sagas (Scam 1992), courtroom thrillers (Criminal Justice), political dramas (Tanaav), and now real-crime docuseries (Black Warrant) Applause is proving to be more than just prolific. It’s relentlessly fearless.

    And the curtain isn’t falling anytime soon. Applause’s future slate includes fresh seasons, original films, documentaries, and the much-anticipated Hansal Mehta-directed Gandhi series. All signs point to a studio scripting a legacy with ambition, artistic risk, and audience obsession at its core.

    Reflecting on the studio’s recent successes, Applause Entertainment managing director, Sameer Nair. “At Applause, our job is to keep telling stories – ambitious, audacious, disruptive, and rooted in their imagined reality. The medium may change but strong storytelling always finds its way to audiences. Black Warrant with Vikramaditya Motwane, Criminal Justice with Rohan Sippy, and The Hunt with Nagesh Kukunoor, each tackle very different worlds, yet they’ve all struck a chord. That’s the thrill of this game; not just chasing hits but working with diverse creators to build a body of work that entertains audiences and creates memories. For us, it’s about staying curious, taking creative risks, and constantly raising the bar.”  

    In a content landscape crowded with noise, Applause isn’t just creating content, it’s creating conversation. And in 2025, it’s clearly got everyone talking.
     

  • Applause Entertainment jumps into kiddie toons with ApplaToon launch on YouTube

    Applause Entertainment jumps into kiddie toons with ApplaToon launch on YouTube

    MUMBAI: Applause Entertainment is taking a bold leap into the world of kids’ animation with the launch of its brand-new YouTube channel, ApplaToon. Kicking off this vibrant venture is Kiya & Kayaan, a sprightly new animated series based on the Amar Chitra Katha Junior Library — and it’s dropping just in time for summer holidays.

    Aimed at children aged 4 to 8, Kiya & Kayaan follows two curious siblings who stumble upon VR headsets and are transported to “Storyland” — a dazzling realm inspired by Indian mythology and folklore. There, they embark on whirlwind adventures, bump into mythical creatures, and pick up timeless lessons on courage, curiosity and kindness.

    The show, directed by Sanjeev Sahoo, is co-produced with Popcorn Animation Studio, Prayan Animation Studio, Living Pixels and Warnick Studios. It premieres 25 April, with new episodes airing every Tuesday and Friday.
    The launch comes as part of Applause’s landmark deal with Amar Chitra Katha, which grants the studio rights to adapt over 400 classic tales from the legendary comic book house. It marks the first time these cherished stories will leap off the page and into the YouTube generation’s favourite screen.

    Said Applause Entertainment managing director Sameer Nair: “With ApplaToon, we’re venturing into an entirely new creative space — kids animation and it’s both exciting and deeply purposeful. This is not just a new vertical for us; it’s a chance to shape young imaginations through powerful Indian storytelling. With Kiya & Kayaan, based on the timeless Amar Chitra Katha Junior Library, we’re bringing heritage to the here-and-now, combining technology, mythology, and heart. YouTube gives us the perfect playground to do this at scale, taking Indian stories to global audiences.”

    Amar Chitra Katha president & CEO Preeti Vyas:  “For decades, Amar Chitra Katha has introduced generations of readers to the richness of Indian heritage through its iconic comics. We’re thrilled to see our stories come alive in a new format with Kiya & Kayaan. Animation opens up magical new possibilities for children to engage with Indian mythology, folk tales, culture, history, and values. Our collaboration with Applause Entertainment is a step towards making timeless tales both accessible and  and exciting for today’s digital-first kids.”

    From myth to mouse click, ApplaToon hopes to enchant the next generation of digital-first kids — and give nostalgic parents something to cheer for too.

    Watch the trailer here: https://youtube.com/@applatoon?si=7DTW-qAIH-8U_hwL

  • Streaming strikes gold as India’s entertainment industry hits new highs

    Streaming strikes gold as India’s entertainment industry hits new highs

    MUMBAI: If content is king, India’s entertainment industry is the kingdom where multiple rulers are emerging. At Content India 2025, industry stalwarts dissected the evolving media landscape in The State of the Indian Entertainment Nation panel discussion. From the meteoric rise of streaming to the power of regional narratives, the session brought to light the shifting dynamics of how Indians consume entertainment today.

    India’s over-the-top (OTT) landscape is on an unstoppable growth trajectory, with over 500 million digital viewers making it one of the largest streaming markets globally. The paid subscription ecosystem grew 10 per cent in 2023, bringing in Rs 9,900 crore (1.2 billion dollars) in revenue, while the advertising-based video-on-demand (AVOD) model jumped 40 per cent to Rs 6,800 crore (850 million dollars).

    Prime Video India director & head of SVOD business Shilangi Mukherji captured the moment by saying, “Streaming has democratised content. It’s no longer about big cities versus small towns. Today, the same audience that enjoys an international thriller can also binge-watch a hyperlocal drama from a remote region. The lines have blurred.”

    Streambox Media founder and CEO Anuj Gandhi agreed, noting that AI-driven hyper-personalisation is further shaping the streaming experience. “The biggest challenge for any OTT platform is making sure that users find what they want before they get frustrated. AI is now solving that problem, ensuring people spend less time searching and more time watching.”

    Despite streaming’s dominance, the theatrical experience refuses to fade into the background. While the OTT boom has led to a dip in mid-budget theatrical releases, big-ticket films continue to dominate. “Theatres aren’t dying, they’re just evolving,” said Applause Entertainment MD Sameer Nair. “The magic of a collective viewing experience is irreplaceable. Streaming has changed consumption habits, but cinema will always be a cultural event in India.”

    The merger of PVR and INOX has strengthened multiplex chains, making them more resilient against digital competition. However, the industry has become more cautious with high-budget originals. Many OTT platforms are now focusing on regional acquisitions and dubbing successful content instead of creating big-budget originals from scratch.

     If there’s one undeniable trend, it’s the explosion of regional content. Data shows that 48 per cent of all content produced in India in 2024 was in regional languages. Streaming platforms are doubling down on dubbed and subtitled content to bridge linguistic barriers and tap into non-Hindi-speaking markets. The industry is no longer bound by language, hyperlocal content is travelling far beyond its native state.  

    Hungama Digital Media CEO Siddhartha Roy noted, “We are witnessing a content explosion beyond Hindi. Regional is the new national. A Telugu film dubbed in Hindi or a Malayalam film finding audiences in Tamil Nadu, this cross-pollination of audiences is proof that language is no longer a barrier.”

    Phantom Films CEOSrishti Behl added, “The best content is not necessarily being created in Mumbai. It’s coming from smaller production hubs in Chennai, Hyderabad, and even remote pockets of India. The industry is decentralising, and that’s exciting.”

    Artificial intelligence (AI) is emerging as a game-changer for both content creation and consumption. AI-driven personalisation ensures that platforms serve users exactly what they want, while interactive content formats are gaining traction from AI-powered interactive storytelling to immersive live-streaming experiences.

    Aniruddha Roy Chowdhury, an acclaimed director, shared his perspective on AI’s role in the creative process. “AI is not here to replace filmmakers, but to assist them. Whether it’s de-aging actors, enhancing visual effects, or even predicting audience preferences, AI is making storytelling smarter.”

    The future of Indian entertainment is a melting pot of theatrical spectacles, streaming supremacy, regional dominance, and AI-driven innovations. As India’s internet penetration deepens and smartphone usage skyrockets, the next chapter in the industry’s evolution is being written in real-time.

    “We’re in the business of storytelling,” said Shilangi Mukherji. “And in India, stories never run out. They only get better.”