'Bold, Culturally Rooted, and Scalable Storytelling for a Young, Diverse India'

Time of India

27-06-2025

Asia Pacific Video Operators Summit
At the Asia Pacific Video Operators Summit (APOS) 2025, hosted by Media Partners Asia (MPA), JioStar Entertainment leaders Alok Jain and Krishnan Kutty laid out a compelling blueprint for the future of Indian storytelling — one that's bold, emotionally resonant, culturally rooted, and built for scale.
In a fireside session titled 'Inside the Next Wave of Indian Storytelling', moderated by Vivek Couto, Executive Director and Co-Founder of MPA, Jain and Kutty outlined JioStar's ambitions to champion local voices, innovate across formats, and program for India's young, diverse, and multilingual audiences.
Redefining the Role of the Platform
'In a country as creatively diverse as India, it's no longer about scaling content — it's about resetting the creative ecosystem,' said Alok Jain, Chief of Content at JioStar.
'At JioStar, we're committed to ensuring creators are not boxed in by platforms, formats, or legacy structures. Today's storytellers move seamlessly — from short-form to long-form, social to television, digital to streaming. Our role is not to act as gatekeepers, but as collaborators.'
He added that JioStar is building infrastructure that allows storytellers to move fluidly across mediums, giving them room to evolve while staying authentic.
'That's how we grow the ecosystem — by empowering creators, not restricting them. That's also how we expand its impact.'
Boldness, Redefined: From Spectacle to Substance
'What was considered bold five or six years ago is not what's considered bold now,' said Krishnan Kutty, CEO of JioStar.
'Back then, it was about scale and visual spectacle. Today, boldness is about pushing societal norms, asking deeper questions, and doing it within the Indian context. We're not in California; we're in India.
Our job is to push boundaries, but also to carry our audience with us.'
This ethos is reflected in JioStar's programming — where boldness is not a matter of provocation, but of emotional depth, authenticity, and local resonance.
Programming for a Young, Demanding India
Jain emphasized that Indian consumers are evolving rapidly, and with them, so must formats and strategies.
'It's a young country. People are exposed to new things and they're demanding and unforgiving.
If the story isn't great, they won't watch — regardless of who stars in it.'
He cited Thukra Ke Mera Pyaar, a 19-episode show with 50-minute episodes, a debut director, and a debut cast, which turned into a hit from day one.
'That's proof the audience will embrace newness if the content speaks to them.' JioStar is also experimenting with non-fiction, micro-dramas, and hybrid formats.
'Innovation isn't a tactic for us — it's the baseline,' Jain said.
The Untapped Youth Opportunity — Especially in the South
While platforms like MTV have made inroads with younger audiences, Kutty pointed out that broadcasters and streamers have largely under-programmed for Gen Z. That's about to change.
'For the South, we are committed to increasing our programming volume for that audience by 7 to 10 times.'
Jain echoed that youth-focused storytelling is both a creative and business imperative.
'If the industry is to run in a sustainable manner, we must drive content profitably — and focusing on youth is a big one for us.'
Embracing the Multilingual, Multi-India Landscape
Krishnan Kutty highlighted India's unique advantage: a multilingual, culturally rich ecosystem that fosters endless creative possibilities.
'The diversity of India is a gift from a content creator perspective — every state, every region is a source of different perspectives. What's remarkable is how audiences embrace content beyond their own language or state.'
He gave the example of Kerala,"A small state like Kerala creates stories that travel nationwide. 80% of the consumption on JioHotstar for Malayalam content is outside the state. Great stories truly transcend borders.'
India's digital video ecosystem is also vast — with 500–600 million users consuming 4–5 hours of content daily.
'The real challenge isn't what to do — but what not to do. There's significant headroom for both subscription and ad growth.
And between premium long-form dramas and social storytelling lies a massive untapped space.'
Resetting the Economics of Storytelling
Kutty was candid about the systemic challenges facing the streaming industry:
'In streaming, we've escalated prices to a point where producers have become B2B entities, creating primarily for the platform, not the end consumer. That has led to a disconnect. Unless the model is reset, I believe it's deeply broken.'
Reflecting on the state of theatrical entertainment in India, Alok Jain observed -'We've been in a difficult period where people aren't coming to theatres unless the movie is really, really good.
Watching a film now is a three-hour commitment — and that's a big ask.'
He argued that both storytellers and exhibitors must reinvent. 'Creators need to tell more authentic stories. Theatre owners must rethink pricing, experience, and value delivery. Theatrical viewing must feel like an experience - not just a screening.'
The Great Reset — and the Great Opportunity
Jain believes Indian content is poised for a reset — but one filled with possibility.
'Consumers are adapting to multiple formats, and I believe the space will settle.
The industry is very cognizant of that. This reset is happening across content types — theatrical films, television, digital-first. And with that comes the opportunity to rethink, reformat, and rebuild.'
With 320,000 hours of content across JioStar's network, the common thread, he said, is human emotion and shared experience.
'Our focus is to tell authentic stories from every corner of the country — stories that resonate universally.
That emotional truth is what allows Indian content to scale and even travel globally.'
India: A Strategic, Youth-Driven Market
India remains one of the most strategic markets globally, said Jain.
'With a billion young people, 22 languages, and a thriving economy, India is unmatched in scale and diversity. What makes it exciting is not just its size — it's the scale, youth, and openness to change.'