Hindi
“Storytelling has been a part of cultures across the world”
Mumbai: On 20 March every year, people around the globe come together to celebrate World Storytelling Day. This occasion honors the art of storytelling and recognises its impact on societies throughout history. From ancient oral traditions to modern-day literature, storytelling has been a fundamental means of communication, education, and cultural preservation.
At its core, storytelling is about sharing experiences, emotions, and ideas. Through narratives, we can explore different perspectives, empathize with others, and forge connections across cultures and generations. Whether conveyed through spoken word, written prose, visual imagery, or digital media, stories have the power to inspire, educate, entertain, and provoke change.
On this special occasion Indiantelevision.com caught up with storyteller actor & filmmaker Sudhanshu Rai, where he talked about the evolution of storytelling in India and lot more..
Edited excerpts
On oral storytelling evolving in modern times
The cave engravings were possibly the very first form of storytelling, at times depicting enchanting stories through pictures that were universal and on many occasions passing on knowledge to the next generation. Storytelling has been a part of cultures across the world, probably since the evolution of mankind. Most of us for instance remember stories by our grandparents who would tell tales of Panchatantra, of kings and queens and fairies and demons. We all have fond memories of those stories.
In modern times, storytelling has also evolved drastically and explored dimensions that were unheard of. While a definitive role has been played by growth of social media and other digital podcast streaming platforms, storytelling is a proven success in radio format. Another example of the evolution of the ancient art is LIVE storytelling, which is an unparalleled form of wholesome entertainment. Furthermore, there are many genres that are being explored by the best storytellers in India. There is newfound adulation for stories that hail from genres such as detective, sci-fi, horror, thriller etc, even as comedy, romantic and inspirational stories remain the all time favourites.
On Indian storytellers adding new dimensions to this traditional art
Through storytelling we are not just passing on art and stories to the next generation, we are preserving history, culture and language, and also creating a time capsule that can take us back in that time every time we listen to it. The new age Indian storytellers are taking the simple storytelling forward with a multi-pronged approach. With digital and social mediums like YouTube etc, one can now share stories with a much wider listener base. Timed with jump scares, voice modulations, music and sound effects, they can create stories that are remembered for a long time. And then there is a growing affinity for Live Storytelling. Ensuring a theatre or concert like experience, here the storyteller takes the audience virtually to unexplored worlds. Through impactful oration, ambient lighting and curated music, the storyteller weaves an old kingdom, a jungle or a hitherto unknown land where nobody has ever been before. The point to note here is that LIVE storytelling has even proven to be one of the most impactful employee engagement & entertainment activities, while it’s also known to enhance the imagination skills of growing children.
On elements that make live storytelling a wholesome experience
These Live Storytelling shows have captured the attention of the audience like never before. While sound designers and engineers work on the production to make it a seamless experience, there are many more artists involved. At times a visual representation is also accompanying the storytelling enabling the audience to have a beautiful experience. Experimentation is also being seen in the storylines and genres. The audience loves a great thriller or a horror story and even those with time travel or mystical elements. And all of this comes together to create an experience for the audience that they have never had before.
On fictional characters including the iconic ones like Detective Boomrah
When I sit down to create any character, the intention is always to create somebody with their own distinct personality, yet relatable. So many of my characters are based on personality traits of real-life people. Even the naming of characters is a long drawn process. So, if it is a story of a common girl, let’s say Mausami in one of my popular stories, Gulabi Rang, then the name will be a not so common one, but one that is relatable. People often think, oh yes, we know a Mausami around us. But when I am naming characters like Detective Boomrah, then the name should resonate with his personality. It is a unique name, something which many of us haven’t heard earlier. And in this quest, I will think and search till I find the right name.
On Dr Shekhawat setting to make its on-screen debut in your upcoming feature film
Dr Shekhawat has solved many cases dealing with supernatural and psychiatry in stories written by me. He has the ability to decipher phenomena and events that maybe beyond the understanding of a normal person. Immensely intelligent, he is sharp, has a great understanding of the parallel word and is the right culmination of brain and brawn. He is charismatic, and has great physical prowess. And Dr Shekhawat is an integral part of our upcoming sci-fi thriller film that is gearing for launch soon. Tarun Khanna has essayed the character of Dr Shekhawat and he has done full justice to the character.
On being a storyteller helping you as an actor and filmmaker
As a storyteller I have already shared hundreds of stories with my fans and continue to fulfil their demand by releasing new stories on my official YouTube channel regularly. Being a storyteller primarily strengthens my fundamentals as an actor and a storyteller, because ultimately it’s a story that is at the crux of any format of cinema, whether it’s a feature film or a web series. Chaipatti, Chintaa Mani and Detective Boomrah, all our previous projects had story at its centre, rather than a conventionally popular name or face. Being the writer of the stories further helps me understand the intricacies of a character better as an actor.
My upcoming Hindi feature film is a never-seen-before sci-fi thriller. The audience will see the Hindi heartland of the country in its true and real form, but with unimaginable elements thrown in that will surprise them every time. For more, you will have to watch the film in theatres. An announcement on the release will be made shortly.
Hindi
GUEST COLUMN: Why film libraries & IPs are the new engines of growth
Unlocking value through catalogue strength and IP synergy
MUMBAI:In a media landscape defined by fragmentation, platform proliferation, and ever-evolving audience behavior, the economics of filmmaking are undergoing a fundamental shift. No longer confined to box office performance, a film’s true value is now measured across an extended lifecycle that spans digital platforms, syndication networks, and global markets. As content consumption becomes increasingly non-linear and algorithm-driven, film libraries and intellectual properties (IPs) are emerging as strategic assets, capable of delivering sustained, long-term returns. For Mohan Gopinath, head – bollywood business at Shemaroo Entertainment Ltd., this transformation signals a decisive move from hit-driven models to portfolio-led value creation. In this piece, Gopinath explores how legacy content, when intelligently repurposed and distributed, can unlock recurring revenue streams, why the interplay between catalogue and original IP is critical, and how media companies can build resilient, future-ready entertainment businesses.
For all these years, we thought that a film is successful if it performs well in theatres. There are opening weekend numbers, box office milestones, and distribution footprints that gave a good picture of how the movie has done commercially and also tell us about its cultural impact. However, there are multiple platforms today, always-on content ecosystem, which has caused a shift. Today, the theatrical performance is not the culmination of a film’s journey but merely the beginning of a much longer and more dynamic lifecycle.
Film libraries today are emerging as high-value, constantly evolving assets that deliver sustained returns well beyond initial release cycles. This becomes a point of great advantage for legacy content owners with diverse catalogues, to shape long-term business outcomes.
According to FICCI-EY, the media and entertainment industry of India achieved a valuation of Rs 2.78 trillion in 2025 which is expected to reach Rs 3.3 trillion by 2028 through a compound annual growth rate of approximately 7 per cent and digital media will bring in more than Rs 1 trillion to become the biggest sector which generates about 36 per cent of overall market revenues.
This shift is the expansion of distribution endpoints. We know how satellite television was once the primary secondary window but today, it coexists with YouTube, OTT platforms, Connected TV, and FAST channels. Each of these platforms caters to distinct audience demographics and consumption behaviors, helping content owners to obtain more value from the same asset across multiple formats.
For instance, films that had great reruns, now find continuous engagement across digital platforms. On YouTube, classic Hindi cinema continues to attract significant viewership, reaching audiences across generations and geographies with remarkable consistency. At Shemaroo Entertainment, this is reflected in our film library shaped over decades as part of a long association with Indian entertainment. From classics such as Amar Akbar Anthony to much-loved entertainers like Jab We Met, Welcome, Dhamaal, Phir Hera Pheri, Dhol, Golmaal, and Bhagam Bhag, many of these titles continue finding new audiences while retaining their place in popular memory. Their enduring appeal reflects how culturally resonant stories can continue creating value over time. Similarly, FAST channels have created curated, always-on environments where catalogue content can continue to thrive through star-led and genre-based programming.
This multi-platform approach has very well transformed films into long-tail IP assets which are capable of generating recurring revenue across advertising, subscription, and syndication models.
The evolution of audience behavior is equally important. Nowadays, it’s more important to find what’s more relative than what’s recent as viewers are more influenced by mood, memories, and algorithmic suggestions than by release schedules. Even if a movie was released decades ago, it can trend alongside a newly released movie, if surfaced in the right context. Thoughtful packaging, whether through festival-based playlists, actor-driven collections, or genre clusters, allows catalogue content to remain dynamic and continuously discoverable. Shemaroo Entertainment has built extensive film libraries over decades and its focus has mostly been on recontextualizing content for the consumption of newer environments. This process doesn’t just include digitization and restoration, but also re-packaging of films as per platforms.
Syndication itself has evolved into a key growth driver. In perspective, when looking at the domestic market, curated content packages continue to find strong demand across broadcast and digital platforms. Meanwhile, in the international market, especially in markets like Middle East, North America and Southeast Asia, the appetite for Indian content is opening up new monetization avenues. Here, the ability to package and position catalogue content effectively becomes as important as the content itself.
Importantly, the need to re-package catalogue content does not diminish the role of new content. In fact, originals and fresh IP are essential to sustaining the long-term value of a film library because they act as discovery engines that bring audiences into the ecosystem, while catalogue content drives depth, retention, and repeat engagement.
This interplay between the “new” and the “known” is what defines a robust content strategy today. While new films generate spikes in consumption, catalogue titles offer familiarity and comfort. These are factors that are increasingly valuable in an era of content abundance and decision fatigue. This is also shaping our strategy, drawing value from both a deep catalogue assets and a growing focus on original IPs to strengthen long-term audience engagement and build more predictable revenue streams.
There is growing recognition that long-term value in entertainment will be shaped not only by how intelligently existing content continues to live, travel and find relevance, but also by how consistently new stories are created to renew that ecosystem. In that sense, film libraries and original IP are not parallel bets, but reinforcing engines of growth. For media companies, the opportunity lies in making these two forces work together, because that is increasingly where more resilient and predictable businesses are being shaped.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
