Industry executives say expanding the pool of writers, directors and producers is critical to reflecting the country’s cultural diversity and sustaining growth in the streaming sector. There is growing recognition that India’s content ecosystem cannot be shaped by a handful of creators or production companies.
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Opening the ecosystem to more creators is also expected to accelerate content development and introduce new storytelling styles in line with evolving audience preferences. Streaming platforms and studios are increasingly using writers’ rooms, contests and incubation programmes to discover and nurture emerging talent.
Netflix India has begun working with digital-first creators as part of its push to broaden the talent pool. YouTube personality Bhuvan Bam will make his platform debut with the second season of Dhindora, whose first season was released on YouTube, while creator collective Terribly Tiny Tales is developing the romantic series Musafir Cafe, based on a Hindi novel by Divya Prakash Dubey. Other platforms and studios are adopting a similar approach. ZEE5 has been working with emerging filmmakers such as Ameen Barif and Sachindra Vats and collaborating with new production houses for digital projects, while SonyLIV has partnered with a new generation of storytellers, including Abhay Pannu for Rocket Boys and Pushkar Sunil Mahabal for Black, White & Gray. “As the creative ecosystem evolves, we are seeing a new set of content creators emerging,” said Siju Prabhakaran, chief business officer at ZEE5. “We have consistently taken steps to identify and nurture this talent through targeted initiatives like the Zee Writers Room, a nationwide programme to discover and mentor screenwriters for TV, web series and films.”
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Prabhakaran said the platform’s OTT slate for the next fiscal will include nearly 140 originals and post-theatrical films, with about 50% of the titles coming from original creators rather than established production houses.”The coming together of established voices and emerging talent allows us to continually push the boundaries of long-form storytelling while bringing fresh perspectives to our audiences,” said Suvonkar Banerjee, head of content originals at SonyLIV.
Almost 80% of JioHotstar’s shows in the South are being created with upcoming talent, including Sri Brahma Rudra (Vikram on Duty) and Ganesh Karthikeyan (Love Beyond Wicket). A JioStar official said the company remains focused on programming for Bharat, highlighting stories rooted in these regions and working with creators who can authentically capture the lived experiences of local communities.
