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Harsh Sheth exits JioStar; SonyLIV role next: Reports
MUMBAI: Harsh Sheth is set for his next act. According to media reports, the senior media executive has exited JioStar and is widely expected to join SonyLIV as its chief content officer, signalling a high-profile move in India’s fiercely competitive streaming space.
Sheth brings with him a deep bench of experience shaped over nearly two decades at the Star network. Most recently, he served as business head for Star Bharat and Star Utsav, after steering Disney Star and Hotstar’s Hindi and English movie business. From premium Hollywood fare to mass-market Hindi movies, Sheth has spent years decoding what clicks with Indian audiences.
His journey at Star reads like a masterclass in content leadership. Over 11 years, he climbed from strategy and research roles to running some of the network’s biggest movie and entertainment portfolios, including Star Gold, Star Movies and Star World. Along the way, he built a reputation for balancing creative ambition with commercial sharpness.
Before Star, Sheth cut his teeth at Times Network, where he was part of the core launch team for Romedy Now, and earlier at Tam Media Research, advising broadcasters on audience insights and strategy.
If confirmed, his move to SonyLIV comes at a crucial moment. As platforms battle for attention in a crowded OTT market, content leadership has become the sharpest weapon. With his mix of data-driven thinking and programming instinct, Sheth could be just the steady hand SonyLIV is looking for as it plots its next phase of growth.
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Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
