Story TV Enters Premium Vertical Storytelling; Brings Yash Raj Films’ Manan Mehta on Board to Lead Content and Strategy

Story TV on Wednesday announced a new chapter in its journey, unveiling an ambitious vision to build premium vertical storytelling. Designed for mobile-first, vertical consumption, the platform has appointed Yash Raj Films stalwart Manan Mehta as Senior Vice President,Content & Strategy to lead its next phase.

Having spent more than a decade at one of India's leading film studios, Mehta has now joined Story TV to strengthen partnerships across the entertainment industry and "help shape a new creative ecosystem around premium vertical storytelling."

"Every medium has developed its own creative language over time. We believe premium vertical storytelling will follow the same creative ambition and craft," said Saurabh Pandey, Founder and CEO of Story TV.

Pandey said the team's vision is to want the country's best writers, directors, actors, producers and studios to see the vertical screen as a "new canvas for original storytelling."

"Manan brings all that and more to the fold. His appointment reflects our ambition to work closely with the finest creative talent in the country and establish premium vertical storytelling as a mainstream entertainment category," he added.

Mehta brings over 20 years of experience across Business Strategy, Marketing, Brand building and entertainment leadership, with experience across agencies and companies including Leo Burnett, Taproot, and Razorfish, followed by a significant 11+ years tenure at Yash Raj Films.

"Micro Drama has already arrived but for premium vertical storytelling, there is no playbook that exists anywhere. And that's exactly what excites me about this opportunity.” said Mehta. “Premium vertical storytelling is the next big shift in entertainment, and I'm thrilled to be part of building it with Saurabh and the entire team at Story TV," he added.