Story TV, a micro drama platform, has announced the appointment of Manan Mehta as senior vice president - content and strategy.

He moves from Yash Raj Films, where he was senior vice president - marketing.

With Mehta joining the leadership team, Story TV aims to build a premium entertainment platform centred around marquee talent, high-quality storytelling and original intellectual property.

In his new role, Mehta will lead the company's strategy to develop premium vertical storytelling franchises, forge partnerships with leading actors, filmmakers and studios and strengthen Story TV's position as the destination for premium vertical storytelling. 

The appointment marks Story TV's push to bring mainstream creative talents, studio-scale storytelling and build premium IPs into  India's rapidly growing vertical content ecosystem. 

His appointment comes at a pivotal time for the entire vertical storytelling category.

Saurabh Pandey, founder and CEO, Story TV, said, “We are entering what we see as OTT 2.0. The grammar of entertainment is changing, and vertical storytelling is emerging as one of its most powerful expressions. Our focus is to move micro dramas from a niche to a full-fledged entertainment ecosystem. We are on a journey to build an ecosystem where directors, writers,  producers and top creative talent come together to define a new vertical-first language of storytelling  that will scale both culturally and commercially.”  

Pandey added, “Manan joining Story TV strengthens our ambition to elevate vertical storytelling. His experience at  Yash Raj Films brings studio-scale thinking and original storytelling, which will go a long way toward making micro dramas mainstream. His role will be key in bridging traditional storytelling with the new  vertical-first world, deepening talent partnerships, and scaling premium IPs."

Mehta said, "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." 

In a career spanning over 22 years, he has also worked with Leo Burnett and Taproot India, among others.