iWorld
AI writes the next scene in storytelling
MUMBAI: From scripts to circuits, storytelling just got smarter. At FICCI Frames 2025, the stage buzzed with ideas as tech titans from Jiohotstar, Meta, and Google explored how artificial intelligence is reshaping the way India watches, interacts, and connects with stories.
In a session titled “The AI-Powered Media Revolution: From Personalisation to Interactive Storytelling,” the panel featured Jiohotstar chief product officer Bharath Ram, Meta India group director – finserv, media, travel and services Shweta Bajpai, and Google India head of industry for tech, media & telecom Siddharth Shekhar, moderated by NDTV Entertainment editor Abira Dhar
Bharath Ram highlighted how Jiohotstar’s India-built AI is revolutionising both content and advertising. “The biggest advantage of developing AI solutions in India is the ability to iterate fast, learn fast, and build products rooted in local sensibilities,” he said, adding that Jiohotstar’s vast catalogue, from Special Ops to Bigg Boss, provides fertile ground for AI-driven insights.
“Our AI helps us decode what truly captures viewers’ imagination and connects brands to audiences more meaningfully,” he explained, noting that smarter prediction models are already enabling advertisers to reach the right audience at the right moment.
Taking storytelling beyond the screen, Bharath also spoke about the rise of fandom participation, where viewers don’t just watch content, they live it. “People want to be part of the story. The future lies in building interactive experiences that let fans express their passion,” he said, hinting at Jiohotstar’s plans to boost audience engagement across its entertainment properties.
The discussion painted a vivid picture of a media landscape in motion, one where AI transforms viewers into collaborators, and platforms like Jiohotstar, Meta, and Google are scripting a new era of personalised, participatory entertainment.
Because in the age of AI, the story doesn’t just unfold, it evolves with you.
iWorld
Epic Company launches unified Epic Studio for films and OTT
Vivek Krishnani to head films business; Samar Khan leads OTT & Television.
MUMBAI: Epic just merged its creative superheroes under one cape because when films and OTT need to fight for attention together, you don’t keep them in separate universes. The Epic Company has launched Epic Studio, a next-generation creative and production powerhouse that unites Juggernaut Productions and Movieverse Studio under a single banner. The move creates a streamlined, scalable platform for premium storytelling across theatrical films, OTT originals, television, digital-first formats and branded content.
Vivek Krishnani has been appointed chief executive officer, Epic Studio (Films), overseeing the theatrical and film business with a focus on culturally resonant narratives across Hindi, Telugu, Tamil, Gujarati and Malayalam cinema. Samar Khan continues as chief executive officer, Epic Studio (OTT & Television) and retains his role as chief content officer for Docubay and Epic On.
The Epic Company managing director Aditya Pittie said, “Epic Studio brings together our entire creative ecosystem under one unified studio vision. This is not just an integration of verticals, but the creation of a collaborative environment where writers, filmmakers, creators, and brand partners can seamlessly develop and scale stories across formats and screens.”
Vivek Krishnani added, “We are building an audience-focused mainstream film studio committed to delivering fresh, engaging, and innovative stories for both theatrical and streaming platforms.”
Samar Khan commented, “This alignment allows us to approach storytelling with a unified studio mindset. We are building IP under one creative umbrella, with scale and longevity in mind from inception.”
The unified structure eliminates silos, enabling ideas to flow fluidly from concept to screen while adapting to evolving audience behaviour. Epic Studio positions itself as a creator-led ecosystem championing purposeful, resonant storytelling with commercial strength.
In an entertainment landscape where stories now leap between screens faster than plot twists, Epic isn’t just building a studio, it’s crafting a single launchpad where every tale gets the best shot at soaring across every platform.
