A combination of stars and stories is the need of the hour: Viacom18 Studios’ Ajit Andhare

Character franchise will be big in India in future


MUMBAI: A fireside chat between Viacom18 Studios COO Ajit Andhare and Film Companion founder and editor Anupama Chopra at The Content Hub 2020 saw him talk about discovering new stories and new talent as well as the need for studios to be open for stories coming from everywhere. 

Andhare finds regional cinema an exciting space. It is far ahead in experimentation compared to Hindi cinema. Directors down South are willing to take creative risks.

Andhare, when asked about revealing the secret behind choosing a movie, said, “It is actually reacting to what is happening around you. You instantly respond to the material that you identify with. You only go with stories that make sense to you and that has been the approach. One also needs to do something which is meaningful as well. I think the earnest approach is responding to instincts and also making an effort to look sideways other than only the front.”

When asked about keeping box-office the priority Andhare said, “We do think of box-office but at a later stage. The first thing you see is the consumer and for theatre-going audiences, Bollywood actors are at the heart of the universe of films, you cannot take that away from them. But today you cannot just go with a star-led project; it is also important to look at the content. Even the star needs a story. A combination of stars and stories is the need of the hour.”

Andhare also shared his thought on Intellectual Property (IP) becoming bigger than the actors playing a character. He added, “Today Singham or Sooryavanshi the entire franchise is clearly attracting a lot of stars in the project. When you look at other conventional franchises like Dhoom, they may be doing a series of films but look at the amount of business they are making. We are clearly moving the franchise way. It is a constant effort between studios to develop franchises. However, we are at the stage where a character is not the franchise like in the case of Hollywood movies such as Spiderman or Superman. It is the concept that is a franchise. Eventually, we will get to a point where franchise only of a character will become the big idea.”

According to Andhare, the biggest challenge is to try to answer the question of what is working. “With this, you are not bringing your instinct you are just trying to second guess the formula of success,” he said.

Latest Reads

Netflix’s Monika Shergill talks about crafting stories for every mood on OTT

The OTT platforms have taken the world by storm. If there is one key trend that has completely revolutionised the way content is now being created across mediums, it is definitely these new-age platforms. And leading the way is OTT giant Netflix which currently boasts of over 209 million...

Specials Event Coverage Content Hub
“The idea whose time had come”: Hansal Mehta on making financial thriller 'Scam 1992'

When the ten-part series Scam 1992 hit SonyLIV platform last October, it captured the imaginations of millions of young Indians in no time. The financial thriller chronicling the life of Gujarat-based stock broker Harshad Mehta, and his involvement in the 1992 Indian Stock Market Scam soon became...

Specials Event Coverage Content Hub
Content Hub 2021: How OTTs met the burgeoning demand for content in 2020

Any talk of content in a post-pandemic world is incomplete without deliberating on the impact it has had on the OTT industry and vice versa. The fifth edition of the ‘Content Hub 2021 - TV, Film, Digital Video, and Beyond’ organised by Indiantelevision.com.

Specials Event Coverage Content Hub
Content Hub 2021: Growing relevance of language personalisation in OTT advertising

Mumbai: The last one and a half years have escalated the pervasiveness of the OTTs and streaming platforms in our lives like never before. Not wanting to lose out on their share of the OTT marketing pie, brands have begun exploring promotions and advertisements on these channels.

Specials Event Coverage Content Hub
Content Hub 2021: Content marketing - the most efficient tool for brand building

With five shows running across platforms, two delivered, and another five lined up for 2021, TVF president Vijay Koshy is looking forward to an exciting second half of the year!

Specials Event Coverage Content Hub
Content Hub 2021: Viacom18 Studios' Ajit Andhare talks about creating cinematic experience on OTT

As theatres remain shut all through the pandemic, audiences were left with no option, but to turn to the OTT platforms for entertainment. The transition compelled major studios, and production companies to take a relook at their strategies and gear up for the big digital revolution that began...

Specials Event Coverage Content Hub
Content Hub 2021: Television – A Twist in the Tale

At the fifth edition of the ‘Content Hub 2021 - TV, Film, Digital Video, and Beyond’ being organised by Indiantelevision.com, veteran producers from the media and entertainment industry delved into the state of television programming in the context of growing competition from OTT platforms.

Specials Event Coverage Content Hub
Content evolves, but the heart of storytelling remains the same: Boman Irani

Almost two decades after making his debut in the Hindi film industry, renowned actor Boman Irani is now all set to don the writer’s cap for his first movie as writer-director. “Writing is the way to go,” says Irani emphatically, as he begins to share his vision of filmmaking on the first day of the...

Specials Event Coverage Content Hub
Content Hub 2021 : Insatiable demand opens up vast opportunities for content creators

New Delhi: The pandemic may have stalled theatrical releases of big budget movies, but people will throng cinema halls once the pandemic situation eases out, opined leading film, TV and OTT producers as they gathered to discuss the entertainment industry’s evolution at the fifth edition of the...

Specials Event Coverage Content Hub

Sign up for our Newsletter

subscribe for latest stories

* indicates required