Yash Raj Films (YRF) is making a bold move by investing Rs 150 crores into the growing world of micro-dramas. Along with this, they are also developing their own direct-to-consumer app to connect directly with viewers. This step marks a significant shift for the production company, which has been a pillar of Indian cinema for over 50 years.
Sources indicate that this substantial investment will not only go towards creating new content but also in building the app that will host these micro-dramas. Leading this new initiative is YRF CEO Akshaye Widhani, known for producing the successful film Saiyaara. He has brought in Saugata Mukherjee, formerly of SonyLIV, to oversee creative development across various formats, including streaming and microdramas.
Micro-dramas have gained considerable popularity in markets like China, where they are valued at around $5–6 billion, with further growth expected in the coming years. This format thrives on short episodes and mobile-friendly viewing, catering to an audience that ranges between 400–600 million users.
YRF’s foray into this segment showcases their commitment to innovation and building a close relationship with audiences in today’s digital landscape. With Aditya Chopra at the helm of this new venture, it will be exciting to see how other major players in the industry respond to this lucrative content model.
This initiative follows closely on the heels of YRF’s surprising announcement to venture into the horror genre—a departure from Chopra’s usual preferences—highlighting a fresh direction for the studio with new leaders in key positions. The addition of micro-dramas further bolsters YRF’s evolving strategy in the entertainment industry.
