In this Industry Spotlight with Creative First, Shailesh Kapoor, Chief Executive Officer of Ormax Media, joined Lohita Sujith, Sr. Director, Copyright & Digital Economy, Motion Picture Association, to share insights on audience research, data-driven decision making, and the challenges shaping India’s media ecosystem. With over 15 years of experience guiding studios, broadcasters, and streaming platforms, Shailesh has been at the forefront of introducing analytics to the Indian industry, helping it transition from instinct-driven choices to more informed strategies.

Reflecting on the evolution of data usage, Shailesh noted that while television embraced ratings early on, the film industry was initially resistant. Over time, however, producers have increasingly turned to research, particularly in Hindi cinema, though he observed that India still lags behind the West in fully realizing the power of analytics. Global platforms, with their established processes, have accelerated this shift, making content testing and audience insights integral to production.

Discussing findings from the Motion Picture Association’s Economic Contribution Report, Shailesh highlighted stagnancy in the theatrical sector, where only a small fraction of India’s population visits cinemas annually. He argued that rationalizing ticket prices, rather than just adding more screens, could be the key to reviving box office growth. At the same time, he pointed to the rise of digital platforms as a positive trend, with streaming poised to grow through hybrid and advertising-based models as subscription numbers plateau.

On incentives and policy, Shailesh emphasized the need for subsidies that empower local producers and regional-language creators, enabling them to match global quality standards despite smaller budgets. He suggested that targeted state support could boost underrepresented languages like Gujarati, Bhojpuri, and Rajasthani, diversifying India’s content ecosystem. He cautioned, however, against excessive regulatory interference, arguing that markets should primarily determine pricing and creative choices.

Shailesh also explored how AI and automation are reshaping the industry, particularly in non-creative areas like dubbing, subtitling, budgeting, and VFX. While acknowledging efficiency gains, he warned of job displacement and stressed that storytelling should remain firmly human-driven to preserve originality and vision. He concluded by urging creators to focus on disruptive, authentic ideas that stand out in an increasingly crowded market, rather than replicating formulas, noting that audiences reward freshness over predictability.