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TCH 2022: Language no barrier to consume South content, only quality
Mumbai: The unending reservoir of talent emerging from the South across languages like Malayalam, Telugu, Tamil and Kannada indicates that language is no longer a barrier in the consumption of content, only quality. Experts discuss the implications of the South content market boom at Viacom18 presents The Content Hub Summit 2022 organised by Indiantelevision.com.
What genres and stories are directors and producers from the South working on? The answer to this lies in a panel discussion that brought together the prominent creators of south-based content.
The Content Hub Summit 2022 is co-powered by Applause Entertainment and IN10 Media Network. Aaj Tak Connected Stream is the association partner. Industry partners are Fremantle India, Hill+Knowlton Strategies, One Take Media, Pratilipi, Pocket FM and The Viral Fever. The Indian Motion Pictures Producers’ Association (IMPPA) is our community partner.
The session was on the topic ‘The South Content Mantra: Regionalization at its Best’ and was chaired by 91 Film Studios founder and CEO Naveen Chandra. He was joined by Indian film producer and Guru Films founder and CEO Sunitha Tati, MMTV CEO P.R. Satheesh and AHA head-non-subscription Nitin Burman.
The session moderator, Naveen Chandra opened with the question, “how can a 3.5 crore audience-Malayalam film industry make a 100-crore film? For that we need to find out how consumer habits transformed and what changes happened during the pandemic.”
Panellists think that pandemic has changed the consumption habits dramatically and the growth of OTT platforms has bridged the gap between the masses and South India content.
AHA head-non-subscription Nitin Burman opined that the craze for South movies is not recent. It has been there for a long time but it’s the numbers which have notably spiked now. “Earlier, access to this content was not there for the general audience,” he added.
Indian film producer and Guru Films’ Sunitha Tati said that the way we look at the content is changing. “Post-pandemic, we distinguish between stories on whether it’ll draw audiences to the theatres or do we need to take it to the people on OTTs,” she said. Talking about the unique marketing strategy she remarked, “we actually learnt marketing from Bollywood, but we took it to the next level.”
Talking about the growth of the South content industry MMTV CEO P.R. Satheesh said that people are now very particular about the quality of content. He noted, “it’s no longer about language. Language is no longer a barrier- it’s the quality of content that matters. And as we talk about the quality of content, the South industry is in its best stage right now,” he added.
Watch the complete video of the discussion below.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
