The appointment comes as India’s vertical storytelling market is projected to reach $3 billion by 2030, with Story TV aiming to expand its presence in the fast-growing mobile-first entertainment segment.

Microdrama platform Story TV has appointed former Yash Raj Films executive Manan Mehta as Senior Vice President of Content and Strategy to lead its expansion into premium vertical storytelling and the development of original intellectual property. In his new role, Mehta will oversee the creation of vertical storytelling franchises, manage partnerships with filmmakers, actors, and studios, and establish a production framework for vertical-first content.Mehta joins Story TV following an 11-year tenure at Yash Raj Films, where he managed marketing and content strategy for 26 films that collectively grossed approximately ₹5,200 crore at the global box office. His 20-year career also includes roles at advertising and digital agencies, including Leo Burnett, Taproot, and Razorfish.“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. 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,” said Mehta.The appointment aligns with broader industry shifts, as India’s vertical storytelling market is projected to reach $3 billion by 2030. Launched in 2025 by the Eloelo group, Story TV reports a user base of over 100 million and a library of more than 1,500 mobile-first shows. According to Sensor Tower data, the platform currently ranks among the most downloaded entertainment applications globally.“We are entering what we see as OTT 2.0, where vertical storytelling is emerging as a powerful expression. Our focus is to move microdramas from a niche to a mainstream entertainment ecosystem. Manan’s experience brings the studio-scale thinking and original storytelling needed to bridge traditional entertainment with the vertical-first world,” said Saurabh Pandey, Founder and CEO of Story TV.Designed specifically for mobile-first consumption, microdramas deliver high-quality, short-form narrative content characterised by fast-paced plots and frequent narrative twists optimised for vertical smartphone viewing.Published on July 8, 2026