Story TV has hired former Yash Raj Films executive Manan Mehta as Senior Vice President of Content and Strategy. Mehta will lead the company’s expansion into vertical storytelling and microdramas, targeting a new segment of digital entertainment.
Story TV, a media company launched in 2025, is shifting its content strategy by appointing industry veteran Manan Mehta as Senior Vice President of Content and Strategy. Mehta joins the firm after an eleven-year tenure at Yash Raj Films, one of India’s largest film production houses, where he played a significant role in brand and content marketing. His appointment signals the company’s intent to scale vertical storytelling—content specifically designed for mobile screens—and establish microdramas as a mainstream entertainment category.
Strategy for Vertical Content
During his time at Yash Raj Films, Mehta was involved in the marketing of over 26 feature films, which collectively reached significant commercial success. Story TV CEO Saurabh Pandey stated that the company is aiming to define what it calls "OTT 2.0." This approach focuses on short-form, vertical-first content that aims to capture mobile-native audiences. By bringing in a leader with deep experience in traditional studio-scale content production, the company is attempting to bridge the gap between cinematic quality and the fast-paced, vertical-scrolling format.
Building a New Entertainment Segment
For investors, this move marks a shift toward a niche content delivery model. While platforms like YouTube and Instagram have popularized short-form content, Story TV is betting on the development of a dedicated ecosystem for premium vertical narratives. Mehta’s past experience at agencies like Leo Burnett and Razorfish suggests a focus on building brand-led partnerships and intellectual properties rather than just high-volume content. The company faces a competitive environment in the digital entertainment space, where it must contend with well-established social media giants and major OTT platforms that are also exploring short-form video features.
Investor Monitorables
The success of this initiative will depend on whether Story TV can generate consistent viewership and monetization through this new format. Investors should monitor how the company executes its plan to attract top-tier creative talent to the vertical-first model and whether it can effectively differentiate its premium microdramas from the free, user-generated content that currently dominates short-form video consumption. The transition from traditional long-form storytelling to a vertical-first framework involves execution risks, particularly in building a sustainable revenue model that justifies the production costs of premium intellectual properties.