In this episode of The Media Room, Vanita Kohli-Khandekar speaks with Vivek Couto, Executive Director of Media Partners Asia, about the rise of microdramas — the two-minute serials that have become a $8 billion global phenomenon. Couto breaks down how China built the world’s largest microdrama market, with 830 million viewers and an ecosystem tightly woven across tech, payments, and storytelling. He explains why women in smaller cities are driving this boom, how AI is reshaping content creation, and what lessons platforms like Tencent, ByteDance, and Kuaishou hold for global media. The conversation explores whether India’s streaming giants — from JioHotstar to Amazon — can adapt this format for their vast mobile audiences, and how local language and ad-driven models might define its future. Tune in for insights on the next wave of short-form storytelling — and how it’s transforming the business of attention.
(00:00) Introduction
(02:37) How China’s Video Market Evolved
(05:42) Inside Tencent and ByteDance’s Closed Ecosystem
(08:56) Why Women Power the Microdrama Boom
(10:32) How Microdramas Spread Across Global Markets
(11:37) Can Other Countries Match China’s Scale?
(13:25) What Happens If TikTok Joins In
(15:49) How Indian Platforms Can Tap the Trend
(17:12) Gen Z’s Shift to Short-Form Viewing
(18:20) The Role of AI in Story Production
(20:40) New Global Players and Consolidation Ahead
(22:25) The Future of Short-Form Storytelling
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In this episode of The Media Room, Vanita Kohli-Khandekar sits down with Sameer Nair, CEO of Applause Entertainment and one of India’s most influential media executives. From shaping Indian television in the 2000s with Kyunki Saas Bhi Kabhi Bahu Thi and Kaun Banega Crorepati, to leading India’s streaming revolution with Scam 1992, Tanaav, and Gandhi, Nair reflects on three decades of transformation in entertainment. He explains why quality, not affordability, is the key to scaling India’s storytelling economy, and why “there is no bottom of the pyramid in entertainment.” The conversation spans the business of streaming, the evolution of storytelling formats, and the role of technology and AI in creative work. Nair opens up about Applause’s greenlighting philosophy — stories that start with an “audience of one” — and why attention, empathy, and curiosity remain the timeless principles of great storytelling. Tune in for insights from one of the architects of India’s screen culture.
Chapters
(00:00) Introduction
(01:00) From Television to Streaming
(05:40) How Applause Built India’s Studio Model for the OTT Era
(09:25) Why “Just Because Someone Is Poor Doesn’t Mean You Give Them Crap”
(12:50) The IPL Lesson
(16:45) Why Streaming Hasn’t Yet Reached a Billion Indians
(19:10) On Democratizing Access
(22:40) The Business Case for Quality: Why Pricing Matters More Than Affordability
(26:15) From KBC to Scam 1992 — Lessons from Three Decades of Storytelling
(29:00) On Technology and Creativity
(33:20) Attention Span or Attention Quality? How Writing Must Adapt to New Formats
(37:00) Inside Applause’s Greenlighting Process: “It Starts with an Audience of One”
(40:10) The Making of Gandhi: Finding Mohan in Ramachandra Guha’s Books
(43:00) On Detail in Production
(45:00) From the Idiot Box to OTT Epics: The Continuum of India’s Screen Story
(48:30) The Potter’s Touch: Keeping Hands in the Clay
(49:30) Sameer Nair’s Optimistic View of the Future
(50:30) Reflections on India’s Storytelling Moment
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In this episode of The Media Room, media journalist and author Vanita Kohli-Khandekar speaks with B. Srinivasan, Managing Director of Vikatan Group, about how one of India’s oldest and most beloved media brands continues to reinvent itself after more than a century. Srinivasan reflects on Vikatan’s evolution from its print legacy to television, digital platforms, and new ventures in events, wealth management, and election surveys. He explains why the company walked away from its 22-year partnership with Sun TV, how it adapted to the commissioned model at Star Vijay, and why holding on to IP matters in the long run. The conversation explores what it means to stay relevant when storytelling itself is being reshaped by technology, and how Vikatan is using AI to imagine new, experiential forms of content. Tune in for insights on building longevity, trust, and innovation in an era where media—and audiences—are constantly changing.
Chapters
(00:00) Introduction
(01:12) How Vikatan balances its print, TV, and digital businesses
(05:34) The role of awards and events in sustaining a legacy media brand
(08:15) Launching NANI: Vikatan’s move into wealth management services
(10:24) How Vikatan entered the election survey business in Tamil Nadu
(13:32) Conducting OTP-verified digital surveys across 100,000 voters
(16:25) Why Vikatan ended its 22-year partnership with Sun TV
(21:58) From owning IP to adapting to commissioned content models
(25:43) The shift from Sun TV to Star Vijay: learning new storytelling processes
(30:55) What the future holds for Vikatan at 100 — storytelling in the age of AI
(37:58) Closing thoughts
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In this episode of The Media Room, media journalist and author Vanita Kohli-Khandekar speaks to Tusharr Kumar, CEO and Director of Only Much Louder (OML), one of India’s most influential media and entertainment companies. Once known as an indie music promoter, OML has shapeshifted into a multi-pronged business spanning talent management, branded content agencies, and long-form content production. Today, it manages more than 100 creators across comedy, beauty, food, and travel; runs three agencies including the creative shop MO and influencer network Hypothesis; and has produced over 60 shows for Amazon Prime and Netflix.
Kumar talks about why comedy remains central to OML’s DNA and how comedians helped shape both India’s YouTube ecosystem and its OTT boom. He explains how artist management functions as “soft power” for the company, why OML deliberately keeps its roster selective, and how controversies and cancel culture are part of managing creative risk. They also discuss OML’s global campaigns in markets from Poland to the Congo, its growing bets on sports content beyond cricket, and the economics of long-form storytelling in an era dominated by platforms and algorithms. Tune in for insights into how OML stays close to culture, scales its businesses, and keeps reinventing itself in the fast-changing media landscape.
(00:00) Introduction
(01:45) OML’s journey from indie music to managing 100+ creators
(05:12) Why OML keeps comedy at the heart of its business
(09:34) Managing artists in the age of controversy and cancel culture
(13:28) OML’s global footprint: campaigns in Poland, Lebanon, and Congo
(17:46) The rise of sports content beyond cricket
(21:40) How pop culture fuels new interest in sports like rugby and chess
(24:51) What drives OML’s growth across agencies, talent, and long-form content
(28:10) How OML creates and monetises stand-up specials and fiction shows
(32:20) Talent management as OML’s “soft power”
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In this episode of The Media Room, media journalist and author Vanita Kohli-Khandekar speaks to Manoj Dobhal, Group CEO of Dish TV India, about how the country’s oldest DTH brand is reinventing itself for the digital age. From the launch of a smart TV with built-in DTH and OTT, to the rapid growth of its Watcho and Flix platforms, Dobhal explains why Dish TV is leaning on its distribution strength rather than chasing expensive content bets. He takes us inside the company’s pivot into shopping and device ecosystems, its strategy to take Indian content global, and how it plans to stabilise revenues after years of decline in the core pay TV business.
They also discuss the wave of consolidation in Indian media, the lessons from global markets like Sky UK, and why Dish TV believes coexistence—not disruption—will define the future of television in India.
Tune in for insights on what it takes to transform a legacy broadcaster into a multi-platform, device-driven media company in an era of fragmentation and streaming wars.
(00:00) Introduction
(04:15) The State of India’s DTH and Pay TV Market
(07:22) How Dish TV Is Pivoting Beyond Linear Television
(11:10) Building Watcho: Strategy for OTT Aggregation
(15:36) Why Distribution, Not Content, Is Dish TV’s Strength
(19:48) Taking Lessons from Global Media Consolidation
(23:55) Watcho’s Revenue Model and Growth Path
(26:29) How Dish TV Plans to Stabilise Revenues
(30:04) Consolidation and Coexistence in the Indian Market
(33:55) Global Benchmarks: What India’s DTH Players Can Learn
(37:58) Why Dish TV Is Entering the Smart TV Business
(40:11) The Next 18 Months: Dish TV’s Transformation Plan
(43:26) No Mergers or Acquisitions on the Horizon
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In this episode of The Media Room, media journalist and author Vanita Kohli-Khandekar speaks to Danish Khan, Business Head for Digital Business StudioNEXT & Network Channels Licensing, about how SonyLIV has built a distinctive, profitable niche in India’s crowded OTT landscape. From the breakout success of Scam 1992 to acclaimed series like Rocket Boys and Maharani, Khan explains why SonyLIV has chosen a research-driven, subscription-first approach instead of chasing scale through cash burn. He takes us inside the greenlighting process, the platform’s sweet spot of contemporary history, and the deliberate choice to avoid repeating either its own successes or those of rivals. They also discuss SonyLIV’s cautious international rollout, the rise of user-generated content, the power of devices and aggregators in reshaping distribution, and why creator-led B2C brands are set to define the next phase of the industry. Tune in for insights on what it takes to stay true to positioning—and build a sustainable streaming business—in the age of relentless competition.
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Aamir Khan takes a bold step in defying OTT platforms for his film Sitare Zameen Par, sharing his vision for the future of cinema. In this insightful conversation, Aamir talks about the changing landscape of film distribution, why he’s championing the pay-per-view model, and how digital shifts like UPI and internet penetration are reshaping the industry. He opens up about his personal journey, the risks of bypassing OTT deals, and the evolving role of traditional theatres in a post-pandemic world. Tune in for an inspiring discussion on how cinema can adapt and thrive in a rapidly changing digital world.
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In Episode 15 of The Media Room, media journalist and author Vanita Kohli-Khandekar talks to Vikram Mehra, Managing Director of Saregama, one of India’s oldest and most iconic music labels, about how the business of music is evolving in the digital age. From reviving nostalgia with the Carvaan to investing in generative AI with IIT Bombay, Mehra outlines how Saregama is balancing tradition and innovation to stay culturally relevant and commercially competitive. He unpacks the shifting economics of music—from free to paid models, the growing importance of short-form video, and the role of labels in ensuring discoverability in an algorithm-dominated world. They also discuss why Gen Z craves authenticity over archetypes, how AI could reshape talent scouting and content creation, the risks of echo chambers, and the urgency for Indian media businesses to embrace risk and serendipity. Tune in for a wide-ranging conversation on what the music industry can teach us about the future of media.
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In Episode 14 of The Media Room, media journalist and author Vanita Kohli-Khandekar talks to Jyoti Deshpande, President of Media & Content Business at Reliance Industries Ltd (which includes Jio Studios) and an influential figure in India’s media and entertainment sector, about the evolving dynamics of the Indian film business. From building one of the country’s most ambitious studio slates at Jio Studios to navigating the fragmented world of OTT distribution, Deshpande shares how she’s reimagining storytelling at scale. She unpacks the studio’s shift from quantity to quality in 2025, the thinking behind fully financing and owning IP, and why deep creative partnerships are key to long-term success. They also talk about India’s broken moviegoing habit, the crisis of screen scarcity beyond top cities, why regional growth—not just streaming—is vital to the industry's future, what’s blocking its global breakout, the pitfalls of inefficient production systems and the promise of AI in streamlining content creation. Tune in for insights on the future of cinema in India.
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In Episode 13 of The Media Room, media journalist and author Vanita Kohli-Khandekar talks to John Couling, Senior Vice President at Dolby Laboratories, about the future of cinema, the rise of immersive storytelling, and why India is central to Dolby’s global growth plans. From the opening of the first Dolby Cinema in Pune to the company’s deepening relationships with Indian creators like S.S. Rajamouli, Couling explains how Dolby Atmos and Dolby Vision are changing both how films are made and how they’re experienced. He also unpacks the renewed appetite for premium moviegoing post-pandemic, the surprising boom in in-car entertainment in markets like China and India, and why mobile devices are emerging as cinematic tools in their own right. The episode explores Dolby’s R&D priorities, its response to comparisons with IMAX, and how storytelling is evolving across platforms—from smartphones to theatre screens. Tune in for insights into Dolby’s India strategy.
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In Episode 12 of The Media Room, media journalist and author Vanita Kohli-Khandekar talks to Anant Goenka, Executive Director of The Indian Express Group about the future of legacy media in a digital-first world. From competing with influencers for attention to holding ground in an algorithm-driven landscape, Goenka shares what it takes to stay relevant without losing credibility. He opens up about the need for domain expertise in journalism, the promise and pitfalls of first-party data, and why The Indian Express is betting big on regional expansion, video, and a return of the iconic Screen brand. The episode also explores the challenges of media measurement in India, the fading role of serendipity in content discovery, and why Goenka believes that being “with it” doesn’t mean becoming like everyone else. Tune in for insights into digital strategies being adopted by legacy media.
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In Episode 11 of The Media Room, media expert and author Vanita Kohli-Khandekar is joined by Shubha Pai (Head of Sales & Solutions in India at YouTube), Anand Bhaskaran (Head of Marketing at BigBasket) and Aakash Chopra (Commentator and YouTube Content Creator) to unpack the evolving world of digital advertising. With the IPL in focus, the panel dives into the rise of short-form and connected TV content, how creator-driven storytelling is powering brand campaigns, and why shoppability and actionability are now essential to ad performance. Shubha Pai shares insights on changing viewer behavior across devices, Anand Bhaskaran outlines a four-tiered measurement framework for brand success, and Aakash Chopra reflects on the power of storytelling—on and off the field. Tune in for insights on data, discovery, and how digital video is redefining India's marketing landscape.
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In Episode 10 of The Media Room, media expert and author Vanita Kohli-Khandekar is joined by Sidharth Jain, Founder and Chief Storyteller at THE STORY INK. They talk about the urgent need to nurture original voices, the pitfalls of data-driven decision-making, and why India needs more patrons and fewer proposals. Jain breaks down the challenges of being a writer in today's film economy, the importance of instinct over analytics, and why real change will only come when creators—not corporates—are in the driver’s seat. Tune in for insights and aspirations in writing, directing, or backing the next great Indian film.
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In Episode 9 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to David Hancock, Chief Analyst, Media and Entertainment at Omdia and a leading expert on the global film and cinema market. They talk about the supply and demand dynamics of the film market, why theatres are still relevant as a revenue stream, how streaming services and theatres can co-exist, the finer details of the trump tariff on film productions and much more. Tune in for insights into the future of the film industry and the changes needed to sustain it.
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In Episode 8 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to Frammer's co-founder and CEO, Suparna Singh. Frammer is an AI-based video tool that ingests hours of video, and then edits and packages it into bite sized videos and snippets for social media. She also talks to Mandar Natekar, co-founder and CEO of Neural Garage, which offers a visual dub technology that can lip sync voice dubs for other languages. Tune in for insights into the work of some of the most cutting edge media tech startups in India.
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In Episode 7 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to Amagi's co-founder and CEO, Baskar Subramanian. Amagi is a company that deals with cloud-based content management providing the backend to 60% of the top 100 media brands in the world such as NBC, Comcast, Sinclair, WarnerMedia Discovery, Fox, A&E, BBC, and ITV to name a few. In this episode and the next, Tune in for insights into the work of some of the most cutting edge media tech startups in India.
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In Episode 6 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to Ashish Pherwani, EY India’s Media & Entertainment Leader. With the recent release of the FICCI-EY Media & Industry Report, they discuss some of the changes happening in film, TV, print, animation, music and other segments. Tune in for insights on the current landscape of the Indian media and entertainment business.
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In Episode 5 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to 2 experts, Harikrishnan Pillai co-founder and chief executive officer of digital marketing agency The Small Big Idea as well as Kalyan Kumar, co-founder and CEO of influencer marketing platform KlugKlug. They discuss the influencer economy, how marketing campaigns utilise influencers, the duopoly of Meta and Google, breaking down parameters and levels within the ecosystem and the effect of recent events on current trends. Tune in for insights on how brands view influencers and how they capitalise on their influence.
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In Episode 4 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to 2 experts, Yatish Mehrishi, Chief Executive Officer for Entertainment Network India Limited (which owns Mirchi, India’s largest radio brand) as well as Shrikant Shenoy, Associate Vice President at the Interpublic Group to discuss how Radio in India has been boxed in by regulation, the reach and impact radio has today and what are some of the changes the industry is now seeing. Tune in for insights on why the Radio industry is suffering from impotence.
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In Episode 3 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to 3 experts, Tony Gunnarsson, Principal Analyst, TV, Video & Advertising at Omdia, Vivek Couto, Managing & Executive Director at Media Partners Asia and Sameer Nair, Managing Director at Applause entertainment to find out how streaming platforms like, Netflix, Amazon Prime, Hotstar and Youtube are making money, what are the trends for on-demand content and what the future holds for Film and TV.
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