NEW DELHI — In a major leadership acquisition for the emerging micro-drama sector, digital entertainment platform Story TV has appointed former Yash Raj Films (YRF) executive Manan Mehta as its Senior Vice President (SVP) – Content and Strategy.
Mehta’s induction coincides with a rapid shift toward vertical storytelling and short-form premium episodic content, an evolution the industry is characterizing as “OTT 2.0.”
1. Professional Profile and Studio Legacy
Mehta brings over two decades of experience spanning corporate business strategy, brand marketing, and media thought leadership:
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Yash Raj Films Tenure: Prior to joining Story TV, Mehta spent more than 11 years at India’s premier film studio, Yash Raj Films, where he worked closely with Aditya Chopra to modernize the studio’s content marketing architecture and brand footprint.
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Agency Background: His extensive media pedigree includes foundational leadership roles at top-tier advertising and digital agencies, including Leo Burnett, Taproot, and Razorfish.
2. Navigating the “OTT 2.0” Transition
Story TV’s leadership plans to leverage Mehta’s experience to transition vertical micro-dramas from a niche internet format into a mainstream, commercially scalable ecosystem:
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Establishing a New Language: The network aims to move past traditional horizontal formats to establish a “vertical-first” narrative blueprint that integrates directors, screenwriters, and mainstream production houses.
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Scaling Premium IPs: Mehta will lead efforts to form talent partnerships, institutionalize studio-scale production methodologies, and develop long-term Intellectual Properties (IPs) optimized for mobile-first consumption.
3. Executive Commentary
“The grammar of entertainment is changing, and vertical storytelling is emerging as one of its most powerful expressions. Our focus is to move microdramas from a niche to a full-fledged entertainment ecosystem. Manan’s experience at Yash Raj Films brings studio-scale thinking and original storytelling which will go a long way into making micro-dramas mainstream.” — Saurabh Pandey, Founder & CEO, Story TV
“Micro-drama has already arrived, but for premium vertical storytelling, there is no playbook that exists anywhere. And that’s exactly what excites me about this opportunity. Premium vertical storytelling is the next big shift in entertainment, and I’m thrilled to be part of building it.” — Manan Mehta, Newly Appointed SVP, Story TV
