WAVES 2025 panel discusses how technology is redefining content journeys across India’s digital entertainment space
FinTech BizNews Service
Mumbai, May 3, 2025: In a conversation charged with vision and verve, the panel discussion “OTT Revolution: How AI, Personalization & Interactive Content Are Changing the Streaming Landscape” at WAVES 2025 brought together some of the most influential minds in the streaming industry. Moderated by Rohit Jain, President of Lionsgate Play Asia, the discussion explored how India’s deep storytelling legacy is undergoing a powerful transformation, as artificial intelligence and interactivity reshape how stories are told, delivered, and experienced.
Opening the session, Rohit Jain paid homage to India's storytelling heritage and spoke of the fascinating shift underway and how technology is transforming not just what we watch but how we connect through stories.
Gaurav Gandhi, Vice-President for Asia-Pacific & MENA spoke of personalization as a layered process. “We begin by understanding what viewers want—their moods, their taste patterns. And in a multilingual country like ours, it’s also about enabling linguistic exploration,” he said.
Monika Shergill described today’s content landscape as a first in human history—a convergence of creativity and machine learning. “You may come for crime thrillers, but you also see what’s trending. The goal is to serve the viewer while building a shared cultural pulse,” she said.
For Bharath Ram, viewer behavior leaves a trail. “Most people, like Sherlock Holmes’ suspects, leave clues when they visit a platform. We follow those clues to recommend content -regional, niche, popular, everything that keeps them engaged,” he noted.
The discussion then turned to storytelling itself. Gaurav Banerjee, MD & CEO, Sony Pictures Networks India, invoked the enduring strength of a good story. “When something resonates with the moment, audiences will find it. The belief in blockbusters is about identifying stories and storytellers that meet the cultural moment head-on,” he noted, referencing homegrown cinematic successes that defied larger industry downturns.
Reflecting on the dramatic evolution from linear formats to creator-led ecosystems, Neeraj Roy highlighted the aggregation brought by digital platforms. “From music videos to massive creator universes, platforms like YouTube transformed everything. Now, with generative technologies, we stand at the edge of something even bigger,” he said.
The conversation then turned to interactivity. Gaurav Gandhi explained that Prime Video uses interactive features that enhance, rather than disrupt, the story. “You give just enough, never too much, to feed the fan journey,” he shared.
Monika Shergill elaborated on how Netflix has embraced interactivity, especially through its foray into gaming. “Immersion is the new engagement. And personalization helps every great story travel further,” she said.
Rohit Jain also raised the question of how great stories are discovered. Gaurav Banerjee responded that storytellers often find their voice organically. “The world is shifting. Take Bhuvan Bam, he found his moment, his voice. We just need to recognize those moments and play to them,” he said.
Monika Shergill closed by pointing to the untapped potential of India’s creative landscape. “We haven’t explored India enough. The human capital here is extraordinary. Purpose-driven AI, paired with rich storytelling, can create value that lasts,” she said.
The panel closed on a note of optimism, about technology, but more importantly about imagination, immersion, and India’s boundless creative spirit.
