Digital creators step into fiction content, launch production houses

Digital creators, who had long limited themselves to creating non-fiction content for social media or taking off on multi-city sponsored tours, are now engaging with fiction and looking to launch their own production houses.

- Lata Jha

Zakir Khan and Bhuvan Bam, for instance, have both starred in shows they produced under their own banners, while YouTuber and influencer Ashish Chanchlani has launched his own production firm to create stories originating from India's heartland.

Entertainment industry experts said such creators have built loyal fan bases as they understand what works for audiences, and now realize they can do much more as entrepreneurs. They're now in a position to manage their own finances, create interesting IPs, and explore new formats with real monetization potential.

Setting up and harnessing their own production houses gives creators greater control over budgets, timelines, marketing, and the actual content.