Hindi
Tejas to premiere on &Pictures on 9 June
Mumbai: &pictures, your one-stop destination for full-on blockbuster movies, is all set to showcase the spirit of bravery and resilience with the channel premiere of ‘Tejas’ on Sunday, 9 June at 11:30 am. Tejas, portrayed by the versatile Kangana Ranaut, takes flight to safeguard the nation’s honor and security. Directed by Sarvesh Mewara, and additionally featuring Anshul Chauhan, Varun Mitra, Ashish Vidyarthi, and Vishak Nair in significant roles. This adrenaline-pumping narrative follows the journey of a valiant Air Force pilot entrusted with a perilous mission amidst escalating tensions between India and Pakistan.
In the heart of this gripping tale lies the unwavering resolve of Tejas, who embodies the essence of courage and determination. From her daring maneuvers in the sky to confronting her haunting past, Tejas epitomizes the indomitable spirit of India’s armed forces.
With stunning aerial sequences, pulse-pounding action, and impactful dialogues, Tejas promises a rollercoaster ride of patriotism and suspense that will keep viewers on the edge of their seats.
Speaking about the significance of Tejas, Kangana Ranaut expressed her excitement, stating, “Tejas holds a special place in my heart, and I am thrilled to bring its courageous narrative to television screens through &pictures. It’s an honor to portray a character as fearless and patriotic as Tejas, and I hope the audience enjoys the journey as much as we enjoyed bringing it to life.”
Director Sarvesh Mewara remarked, “Working on Tejas has been an immensely gratifying experience. Bringing to life the journey of a brave Air Force pilot has been both a challenge and an honor. Kangana’s dedication to her craft and her embodiment of the character of Tejas truly elevated the entire production. It’s essential to tell stories like these that showcase the valor and dedication of our armed forces, reminding us of the sacrifices they make to safeguard our nation’s security. I thank the entire post-production team of the film as well for their dedication, I cannot wait for everyone to watch the film again on &pictures!”
Join Tejas on her daring mission to thwart a looming terrorist threat and defend the nation’s sovereignty. Tune in to &pictures on Sunday, June 9th at 11:30 am for an unforgettable heart-pouncing experience that celebrates the undying spirit of heroism and sacrifice. Witness Kangana Ranaut in one of her most powerful roles to date, bringing to life the story of a fearless Air Force pilot whose courage inspires a nation. The breathtaking aerial combat scenes, intense action sequences, and poignant moments of personal struggle will keep you on the edge of your seat.
Don’t miss out on this extraordinary tale of valor and patriotism, only on &pictures!
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.
