AI, Interactivity, and Personalization to Influence the Future of OTT
In a dynamic panel discussion titled โOTT Revolution: How AI, Personalization & Interactive Content Are Changing the Streaming Landscape,โ industry leaders gathered at WAVES 2025 to explore the transformative impact of technology on storytelling in India. Moderated by Rohit Jain, President of Lionsgate Play Asia, the conversation highlighted how artificial intelligence and interactive content are reshaping viewer experiences. Panelists discussed the significance of personalization and the evolving nature of storytelling, emphasizing India’s rich narrative tradition and its adaptation to modern demands.
Embracing India’s Storytelling Heritage
Rohit Jain opened the session by honoring India’s deep-rooted storytelling legacy. He emphasized the ongoing shift in how stories are told and experienced, driven by technological advancements. Jain noted that these changes are not merely about the content itself but also about how audiences connect with narratives. This sentiment was echoed by Gaurav Gandhi, Vice-President for Asia-Pacific & MENA, who elaborated on the importance of personalization in content delivery. He explained that understanding viewer preferences, moods, and linguistic diversity is crucial in a multilingual country like India. This layered approach to personalization aims to enhance viewer engagement and satisfaction.
The Intersection of Creativity and Technology
Monika Shergill described the current content landscape as a unique convergence of creativity and machine learning. She highlighted that while viewers may initially seek specific genres, such as crime thrillers, they are also exposed to trending content that broadens their viewing experience. The goal, she stated, is to serve audiences while fostering a shared cultural connection. Bharath Ram added that viewer behavior provides valuable insights, allowing platforms to recommend a diverse range of content that keeps audiences engaged. This data-driven approach enables streaming services to cater to both popular and niche interests effectively.
Storytelling in the Digital Age
The discussion shifted to the essence of storytelling itself, with Gaurav Banerjee, MD & CEO of Sony Pictures Networks India, emphasizing the timeless power of a compelling narrative. He noted that stories that resonate with contemporary audiences are essential for success, especially in a rapidly changing industry. Neeraj Roy highlighted the evolution from traditional linear formats to creator-led ecosystems, pointing out how platforms like YouTube have revolutionized content consumption. He expressed optimism about the potential of generative technologies to further transform the landscape, suggesting that we are on the brink of a new era in digital storytelling.
The Future of Interactivity and Engagement
As the conversation progressed, the panelists delved into the role of interactivity in enhancing viewer experiences. Gaurav Gandhi explained that Prime Video employs interactive features that enrich storytelling without disrupting the narrative flow. Monika Shergill discussed Netflix’s foray into gaming as a means of fostering deeper engagement. She asserted that immersion is the new frontier of viewer interaction, with personalization playing a crucial role in expanding the reach of great stories. The panel concluded with a focus on the untapped potential of India’s creative landscape, with Shergill emphasizing the extraordinary human capital available. She argued that purpose-driven AI, combined with rich storytelling, can create lasting value in the industry.
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