Manan Mehta, a former executive at Yash Raj Films, has joined Story TV as Senior Vice President – Content and Strategy. The appointment comes as the microdrama platform looks to strengthen its premium vertical storytelling portfolio and expand its original content offerings.
Mehta brings more than two decades of experience across business strategy, marketing and content, having worked with agencies such as Leo Burnett, Taproot and Razorfish before spending over 11 years at Yash Raj Films. During his tenure at the film studio, he worked closely with Aditya Chopra and led marketing and content strategy for more than 26 films, according to an official statement.
In his new role at Story TV, Mehta will oversee content strategy, develop premium vertical storytelling franchises, build partnerships with filmmakers, actors and studios, and help expand the platform’s original intellectual property (IP) portfolio.
Commenting on the appointment, Saurabh Pandey, Founder and CEO of Story TV, said, “We are entering what we see as OTT 2.0. The grammar of entertainment is changing, and vertical storytelling is emerging as one of its most powerful expressions. Manan’s experience at Yash Raj Films brings studio-scale thinking and original storytelling that will help strengthen our premium content strategy.”
Speaking on his new role, Manan Mehta said, “Micro drama has already arrived, but for premium vertical storytelling, there is no playbook that exists anywhere. 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 with the team at Story TV.”
Story TV said the appointment is part of its strategy to expand its leadership team and invest in premium vertical storytelling as the format continues to gain traction in India’s digital entertainment market.
