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Time of India
17-07-2025
- Entertainment
- Time of India
Streaming platforms shift from dark thrillers to family-friendly stories to woo small-town India
Mumbai: Streaming platforms have diversified their content strategy over the past year-and-a-half, moving beyond dark action, crime and thriller (ACT) content to family-friendly dramas , romance and comedies that reflect cultural values, emotions, and everyday realities of small cities and towns. This shift, consultants and streaming platforms said, is aimed at connecting with a much wider and long-overlooked viewer base. Web series such as Gram Chikissalay, Mitti-Ek Nayi Pehchaan, Dupahiya (Amazon Prime Video), Ghar Wapsi and Thukra Ke Mere Pyaar (JioHotstar), Bada Naam Karega (SonyLiv) and Pyaar Testing (Zee5) show this trend. Explore courses from Top Institutes in Select a Course Category Public Policy Data Science Operations Management Artificial Intelligence Finance Degree Others Data Analytics Technology Product Management healthcare MBA Leadership CXO Data Science Design Thinking Cybersecurity Management PGDM Digital Marketing MCA Healthcare others Project Management Skills you'll gain: Duration: 12 Months IIM Calcutta Executive Programme in Public Policy and Management Starts on undefined Get Details Skills you'll gain: Economics for Public Policy Making Quantitative Techniques Public & Project Finance Law, Health & Urban Development Policy Duration: 12 Months IIM Kozhikode Professional Certificate Programme in Public Policy Management Starts on Mar 3, 2024 Get Details "Audiences from tier-2 and -3 cities are decisively shaping the next chapter of digital entertainment growth . We are expanding beyond metro-centric narratives and investing in stories rooted in regional ethos. This has led to deeper audience engagement ," said Raghavendra Hunsur, chief content officer at Zee Entertainment Enterprises . by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like You will never turn off your computer again. Undo The share of content in the ACT genres in the total streaming content has reached a saturation point at 43%, shows data from media and entertainment research firm Ormax Media. Live Events Increasingly, as streaming platforms expand their presence beyond metros, family-friendly stories will find more takers as ACT content lacks broad appeal, said industry consultants. "India's streaming content is currently dominated by shows in the action, crime and thriller genres. As platforms increase their subscriber base beyond tier-1 cities, we will see a clear rise in family-friendly content," said Keerat Grewal, head of business development, streaming, TV and brands at Ormax Media. While only 45% of Hindi web series are set in small towns and rural settings, they account for 60% of high engagement shows, according to Ormax Media research. Besides comforting optimism and emotional connection, a key factor which has worked for them is their rootedness. A case in point is one of the most acclaimed Hindi web series, Panchayat, of Amazon Prime Video. In its fourth season, the series shows the experiences of an engineering graduate who settles for a low-paid job as a secretary of a gram panchayat in a fictional village of Uttar Pradesh. According to the data shared by Amazon Prime Video, India, Season Four of the series in its launch week was streamed in 95% of India's pincodes as well as in over 180 countries and territories. "For us, genre is just a way of telling a story that explores a particular theme. This approach allows us to tell deeper, more nuanced stories rooted in local sensibilities, enabling a wide range of viewing experiences, be it individual, family, or community-based," said Nikhil Madhok, director & head, Originals, at Prime Video, India. Increasing share of connected televisions (watching streaming content on TV) in India has also boosted the share of family-friendly content on streamers. In the past five years, the number of connected TVs in Indian homes has jumped four times. According to Ormax Media, this has led to a shift from solo viewing of OTT content to family viewing, leading to more balanced content offerings. In addition to this, streamers are of the view that increasing share of family-friendly content is largely a part of a diversification strategy. "The strategy is to have a diversified content slate. With connected TVs, there is a propensity towards a little more 'inclusive viewing'. In this context, most of our shows have been covering upcountry and other geographies," said SonyLIV content head Saugata Mukherjee. Industry consultants said streamers must rely more on writers' creativity than data insights to produce content. Family-friendly genres such as sci-fi and horror-comedy, which are under-explored, can help streamers to gain more subscribers, they said.
Hindustan Times
10-07-2025
- Entertainment
- Hindustan Times
Some mentors don't just direct, they transform you: Sparsh Shrivastava
On the occasion of Guru Purnima, actor Sparsh Shrivastava says that the idea of a 'Guru' goes far beyond a formal mentor— it's about energy, influence, and the ability to guide without always giving direct advice. Sparsh Shrivastava 'Life has been my biggest guru. It teaches you things that no one can,' says Sparsh adding, how there are a handful of people in the industry who he calls his guru as they have made a huge difference in his life. 'I had no theatre background, didn't attend any acting school. While shooting for Balika Vadhu, (director) Sidharth Sengupta sir really focused on how we performed. He scolded me a lot, but it was full of love. That discipline helped me grow,' says Sparsh. The actor adds how working in Jamtara, and meeting director Soumyendra Padhi, has left a mark on his journey and still influences him in many ways. 'Som sir has worked with actors from all backgrounds—NSD, serials, newcomers. But he treated us with so much care and patience,' Sparsh reflects. 'We'd sit at 7 in the morning for workshops, where we talked about life, not just performance. He taught us how important it is to be a good human being first,' adds the actor. It was in these moments that Sparsh's understanding of his craft deepened. 'He really shaped all of us. I started looking at my character in Jamtara in a different light—not just playing a role but living it truthfully. Som Sir's way of working is gentle but transformative. He doesn't push you, but you evolve around him,' says the 26-year-old actor. Describing Soumendra as almost monk-like, Sparsh says: 'He's one of those people who, even in a regular conversation, ends up teaching you something about life. That calmness, that wisdom—it just stays with you.' More than just direction, it was Soumendra's belief in working with new actors that left a mark on him. 'He always supports new talent, gives them space to grow, and makes sure they're seen. That's rare,' says the actor, adding, 'Even now, I turn to him when I'm unsure about something. He doesn't just tell you what to do—he reminds you to keep living life fully. That's where your memory bank, your craft, really comes from.' The influence of Soumendra and Siddharth on his life has been rock strong as he till date turns to them when facing dilemmas. 'When I was offered Dupahiya, I was worried about being stereotyped in rural roles. I called them for their opinion. Siddharth sir told me, 'Your pocket will tell you what work you need to do. If you can afford to say no, wait for something better. If not, take the call.' That stayed with me.' Further adding, 'I called Soumendra sir and asked him what he thought. He simply said, 'It's a beautiful script. Don't overthink the backdrop or the setting—look at the story and the character. Don't be afraid to explore. You should definitely do it.' That gave me a lot of confidence.' Reflecting on what defines a guru for him personally, Sparsh shared, 'A Guru is someone you can make a difference in your life and still keep you grounded and focused on your craft.' Sparsh acknowledges the changing landscape of mentorship today. 'Earlier, without the internet, we depended on people to guide us. Now, you're exposed to so many different gurus—through talks, shows, even YouTube. It's harder to find one stronghold guru, but the universe makes sure you meet the right ones at the right time and for me it happened when I met Som sir and Siddharth sir.' For today's youth, who often carry an attitude of knowing it all, Sparsh believes the desire for a guru must come from humility. 'You don't always need advice if you're observant enough. Just by watching how someone lives or creates, you can learn a lot and I have done that by working both the directors.'
New Indian Express
26-06-2025
- Entertainment
- New Indian Express
Panchayat Season 4 Review: An overstay in Phulera
Take, for instance, the protagonist Abhishek. His existential dread, which was touched upon in the previous seasons, is sidelined. For most of the fourth season, he is only awaiting the result of his MBA entrance. Be it Vikas or Prahlad, characters internal lives seem to be going around in circles. The election wave has swept away the possibility of little nuances and meditative silences. Panchayat becomes more jokey, more macro, only conveying that the dance of democracy is just a bunch of janky moves. The series has now become a regular hangout spot which offers no new vision. There are a few additions, though, like the quirky casting of lyricist Swanand Kirkire as the MP, which are enjoyable, but only briefly. Sunita Rajwar is electrifying as Kranti Devi. Her performance is the sole one which pops out this season. You can't help but hate her whenever she turns up on screen. Panchayat, when it started, carved its own niche amidst an OTT space inundated with crime thrillers and heavy dramas. It offered a slow-paced, low-stakes narrative, which felt soothingly fresh. Now, these same strengths it is using as formula. The quirks are becoming predictable, as is the narrative. Organic storytelling is turning into a packaged item. Prime Video already houses byproducts like Gram Chikitsalay (2025) and Dupahiya (2025). The Phulera-isms are becoming overbearing, the essence is losing out. Sometimes it's better to burn out than to fade away.
News18
22-06-2025
- Entertainment
- News18
Renuka Shahane REACTS To 8-Hr Shift Debate Amid Deepika's Spirit Exit Row: ‘It's A Choice'
As a mother of two, the 58-year-old actress mentioned knowing many working mothers who handle 18-hour shifts on daily soap sets by bringing their children along. She believes it's their choice, and if producers agree, it's their decision. There should be no pressure, as some mothers might want or need to work those long hours. 'I know of a lot of working mothers who are going to work in daily soaps for 18-hour shifts, and they manage their child by taking them to the set, and kind of raising them practically on the set. It is a choice that they have made and who am I to say anything about that? If the producer accepts that, it's their prerogative. There should not be a compulsion as there might be mothers who want or need to work for 18 hours. It's a very individual thing," she said. Renuka also emphasised the importance of mutual understanding between actors and creators in such situations. She said that moving forward is pointless unless everyone involved shares the same understanding. 'Whenever you decide to sign on the dotted line, that has to be something mutual. And that sense of respect has to be there because if there is no respect, you're not going to be able to work with each other at all," she said. On the work front, Renuka Shahane was last seen in Tejas Prabha Vijay Deoskar's Marathi film 'Devmanus' which released in theatres on 25th April. She was also seen as Pushplata Yadav in Prime Video series 'Dupahiya' which premiered on 7th March, 2025. Deepika Padukone's Spirit Exit Row Meanwhile, Deepika Padukone recently exited Sandeep Reddy Vanga's Spirit, leading to intense media scrutiny and speculation. Reports suggest the new mom had requested an 8-hour workday, a significant pay-check and profit-sharing, terms that reportedly didn't align with the filmmaker's expectations. While Deepika didn't directly address the exit, she recently posted about staying true to herself, hinting at her priorities as a new mother.
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First Post
20-06-2025
- Entertainment
- First Post
Salman Khan's Hum Aapke Hain Koun costar Renuka Shahane reacts to 8-hour shift debate amid Deepika Padukone controversy: 'I know of a lot of working mothers who are...'
'It's a creative field where you need a collaboration, and cooperation of all the members of the team,' says Renuka Shahane read more After celebs like Ajay Devgn, Kajol, Madhoo, Mani Ratnam, and Kritika Kamra, among others, veteran actress Renuka Shahane has reacted to the ongoing debate of an 8-hour shift after Deepika Padukone's controversial exit from Sandeep Reddy Vanga's Spirit featuring Prabhas. 'I don't want to make a general statement on it because I feel that there are even some male actors who would like to minimize hours, not just female actors. A lot of them have come out and said that they want to spend time with their families. In this context, it's a difficult thing to say, because it is a matter of individual choice,' said Renuka while talking to Hindustan Times. STORY CONTINUES BELOW THIS AD 'I know of a lot of working mothers who are going to work in daily soaps for 18-hour shifts, and they manage their child by taking them to the set, and kind of raising them practically on the set. It is a choice that they have made and who am I to say anything about that? If the producer accepts that, it's their prerogative. There should not be a compulsion as there might be mothers who want or need to work for 18 hours. It's a very individual thing,' said Renuka, who is a mother of two kids. 'It's a creative field where you need a collaboration, and cooperation of all the members of the team. So, unless you are all on the same page, there's no point in going ahead. Whenever you decide to sign on the dotted line, that has to be something mutual. And that sense of respect has to be there because if there is no respect, you're not going to be able to work with each other at all,' the Dupahiya star shared.
