New studios from Birla and Balaji invest in India's crowded content space amid volatility and risk of unsold content
Subscribe to enjoy similar stories. Entertainment industry entities are launching new ventures and verticals that aim to either back films for the big screen or programming for streaming platforms even amid the risks of volatility in the movie business, plateauing OTT subscriptions and unsold content inventory. Entrepreneur Ananya Birla launched Birla Studios this month to produce films in Hindi, Gujarati and Malayalam, among other regional languages, and in English.
The Collective Artists Network, which was engaged in brand management and digital projects so far, is eyeing feature films. Balaji Telefilms Ltd unveiled Balaji Studio, designed as a content engine for India’s TV and digital era. Experts said returns from the film business remain a big draw and recent successes likeDhurandhar prove a massive upside is available if the film finds a connection with the audience.
Further, diversification attempts by entrenched players helps them invest in patiently building intellectual property (IP) with long-term value rather than look for quick returns. According to Sanjay Dwivedi, group CEO and chief financial officer of Balaji Telefilms, even though the content ecosystem appears crowded, demand for compelling, differentiated storytelling remains strong. “The real challenge today is not excess content, but excess undifferentiated content," Dwivedi said.
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