In The Next Few Years, Content Will Transcend The ‘Indian Viewer’ Perspective: Prerna Singh, CEO, Bhansali Productions
In the next few years, content will transcend the 'Indian viewer' perspective
Prerna Singh, CEO, Bhansali Productions in a conversation with Jyotsna Sharma of BW Businessworld speaks about Indian cinema content transcending geographical boundaries and more
How has consumer preference in content changed over the last few years for Indian audiences?
The Indian viewer is now exploring diverse themes and stories, unconstrained by region or language. Stories that didn't succeed or never made it to theatres are finding their audience online.
I think the audience is looking for well-crafted entertaining narratives with high production value and content that reflects the changing society and promotes inclusivity. The content landscape for Indian audiences is continually evolving.
What will the OTT space be like in the next couple of years? How do you see it evolving? What are some of the trends we will see?
I believe we will see a significant boom in original content with a focus on scale and production quality. In the next few years, content will transcend the 'Indian viewer' perspective. Shows like Heeramandi have found global audiences, demonstrating unimagined success in reaching worldwide. Wewill move towards telling Indian stories on a global stage, with increasing acceptance and enthusiasm from international viewers. I think we should look at India not only as an economic power but a powerhouse of global storytelling, which the OTT space will enable in the years to come.
What are some of the aspects that Bollywood can adopt from cinema industries across the world?
Indian cinema can definitely benefit from adopting some of the organised and well-planned approaches seen in Western industries. Integrating better technology and processes could help enhance the overall quality and appeal of Indian films. We have already made significant effort in bringing method to the madness over the past two decades. It would be exciting to produce films with themes and stories that resonate with global audiences, and collaborations with artists and filmmakers from around the world could bring fresh perspectives to Indian storytelling. We are so rich in our culture, traditions, stories; we can truly take them to the global stage, and I believe that’s the way forward for Indian cinema.
What was the most challenging aspect of Heeramandi?
Sanjay Leela Bhansali approached each episode of Heeramandi as if it were a standalone film, which made the process demanding. He is very spontaneous and likes to introduce new creative ideas on the spot, resulting in the scene evolving into something entirely new. This spontaneity meant that while everything was rehearsed, no one knew exactly what would change, it was both challenging and exciting at the same time.
Adapting to his creative process is always challenging, especially given that creating a series was a new experience for all of us. Each day presented a fresh challenge and a new learning opportunity for the entire unit.
What has been the most challenging aspect of your professional journey and how did you overcome it?
Throughout my career, I've consistently embraced roles that initially seemed beyond my preparedness, yet I've always found myself learning and excelling. I thrive on challenges and dislike comfort. I think subconsciously I always seek the torpedo, and in that, I find the opportunity to learn and grow. Transitioning from my roots in media planning and buying at Group M to now leading an organisation for one of the country's best directors has been a quantum leap for me.
What is the most rewarding part of your job?
The most rewarding part of my job is being able to takeBhansali ji’s creative vision and storytelling to the world. I find it exhilarating to integrate creativity with business and stories with platforms, creating a synergy that resonates with audiences globally. It’s incredibly fulfilling to see how creativity can drive business success and make a real impact.
