Get the latest gossip
India’s JioStar Execs Outline Vision for Youth-Focused Content at APOS
JioStar execs reveal content strategy at APOS: 7-10x increase in South Gen Z programming, emphasizing cultural authenticity over gatekeeping.
Indian media giant JioStar is positioning itself as a collaborator rather than gatekeeper in India’s evolving content ecosystem, with executives outlining an ambitious vision for culturally rooted storytelling that serves the country’s massive youth demographic. Speaking at the APOS conference in Indonesia, JioStar content chiefs Alok Jain and Krishnan Kutty detailed plans to dramatically scale programming for Gen Z audiences, particularly in South India, where they intend to increase volume by 7 to 10 times current levels. Jain pointed to the success of “Thukra Ke Mera Pyaar,” a 19-episode series with 50-minute episodes featuring debut talent that became a hit from launch, as proof that audiences will embrace innovation.
Or read this on Variety