Mautik Tolia, is Bodhitree Multimedia Limited (BTML) MD. BTML is venturing into the media rights management business and is also expanding its media infrastructure business, including the Thane Film City project – Dharamveer Media City.
BTML has increased its content volume by 40% in FY2024, adding over 200 hours of programming through 5 new shows. The company has established subsidiaries for regional content, producing Marathi and Bhojpuri content in FY24. BTML has adapted popular international shows for the Indian market, including Class, Gunaah, Tedi Medi Family, and Marzi.
The launch of ‘Gudiya Rani’ on Dangal TV is a recent addition to BTML’s television portfolio. The company has reported a 50% revenue increase and an EBITDA margin of 14.23% for FY24.
Medianews4u.com caught up with Bodhitree Multimedia Limited MD Mautik Tolia to find out more.
1. Is there a huge gap between the skills that media and entertainment companies in the digital, AI era require and what schools colleges teach?
There is a massive gap in skills for now, however new courses are emerging for creators and digital creation. While AI is still evolving and lacks dedicated schools for it, this need will soon be addressed, as educational institutions are making quick strides to adapt to the new curriculum for students.
2. Could you shed light on the plans to increase the content output by 40 percent in FY2024?
The key drivers of growth have been a combination of television, OTT and regional content business. We have always adopted a de-risked strategy where we have presence across all the segments that helps us with our expansion.
3. In a cluttered market what strategy did Bodhitree employ on the shows that it is working on like ‘Gudiya Rani’ to ensure that they stand out?
‘Gudiya Rani’ has a very unique concept that has never been explored on Indian television. It addresses larger societal issues, like the exploitation of class differences, while being rooted in engaging storytelling with compelling characters. This ensures the show stands out from the clutter.
4. What were the learnings from working with Netflix on ‘Class’? How did you tackle the challenge of getting the authenticity right?
Adapting an international format is always a challenge and Class on Netflix was no different. We wanted to make it as authentic and real for the young adult audience. We were able to surmount this challenge by setting the show in Delhi, where the contrasting class differences provide a multi-varied texture to the show. Delhi provided the right backdrop for this show.
In addition, we made sure the entire setup and talent connected to the show were fresh, with no preconceived notions about how a young adult show should be made. This was reflected in our choices, from casting all new faces to using music from young, upcoming musicians, to the overall look and feel that was created for the show.
5. The company focusses on creating content for Gen Z. Are their expectations very different from their parents? Are they more open in terms of subject matter?
Gen Z audiences are much harder to please than their parents. Their attention spans are shorter, they have access to more varied entertainment options, and they are exposed to a lot more international content. Hence, they only resonate with content that sets the bar really high in terms of engagement and quality. This provides a great challenge for content creators like us to cater to their tastes.
6. Is Bodhitree developing its own IP besides adapting foreign shows?
We want to continue creating innovative shows like Gone Game and Class, as we have in the past. We are also working on adapting more international formats while developing homegrown content that spans various multimedia forms. Exciting times are ahead.
7. Could you shed light on the potential that regional content offers?
Regional content has a lot of potential, especially as it’s set to make up more than 45% of OTT viewership. This shift will highlight new and original creators. However, for it to succeed, each region’s unique culture and preferences need to be understood, with strategies customized for each market.
