Story TV Enters Premium Vertical Storytelling, Brings Yash Raj Films’ Manan Mehta On Board To Lead Content & Strategy

Story TV to collaborate with industry’s leading filmmakers, studios, writers and actors to shape a new generation of stories designed for the vertical screen.

Story TV today announced a new chapter in its journey, unveiling an ambitious vision to build premium vertical storytelling. As the platform expands its investments in premium content productions, long-term creative partnerships and original IP. it is inviting filmmakers, writers, actors, studios and producers to define what it believes will be the next evolution of mainstream entertainment.

As part of this vision, Story TV has appointed Yash Raj Films stalwart Manan Mehta as Senior Vice President, Content & Strategy to lead this next phase for Story TV. Having spent more than a decade at one of India’s premium & leading film studios, Manan Mehta joins Story TV to strengthen partnerships across the entertainment industry and help shape a new creative ecosystem around premium vertical storytelling.

Story TV believes the next phase of growth globally will be defined by creative ambitions to push the boundaries with premium vertical storytelling.

The opportunity now is to build onboard industry’s leading talents and create premium experiences with vertical storytelling that brings together the best of filmmaking, creativity and talent.

Speaking about the company’s vision, Saurabh Pandey, Founder and CEO of Story TV, said, “Good storytellers always find a canvas to tell their stories. We believe the vertical screen is that canvas. Every medium has developed its own creative language over time. We believe premium vertical storytelling will follow the same creative ambition and craft. Our vision is to build Story TV into a creative destination for premium vertical storytelling. We want India’s best writers, directors, actors, producers and studios to see the vertical screen as a new canvas for original storytelling.”

“Building a new entertainment category takes more than technology or distribution. It takes people who understand storytelling, creative empathy, and how enduring entertainment brands are built. 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.

Manan 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, one of India’s most premium film studios.

“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 Manan Mehta, SVP – Strategy and Content, Story TV. “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.”

At Yash Raj Films, Manan Mehta worked closely with Aditya Chopra and played a key role in strengthening the studio’s brand and marketing engine, helping position YRF as one of India’s premium film studios. He led marketing and content strategy for over 26 films that collectively grossed Rs 5,200 crore approximately at the global box office.

In his new role, he will be working closely with studios, filmmakers, creative talent and strategic partners to accelerate Story TV’s vision for premium vertical storytelling. Story TV believes that premium vertical storytelling is one of the most exciting opportunities and is determined to bring together established industry talent to shape the future of entertainment in India and beyond.