India’s JioHotstar plans to invest $444 million over five years to acquire and produce content from South India, an executive said yesterday, as the Walt Disney and Reliance Industries-owned streaming platform seeks to capitalize on growing demand for regional cinema.

The expansion, according to a Reuters report from Chennai, comes at a time when the Mumbai-based Hindi film industry is struggling to regain its allure in the world’s most-populous country even as South Indian films gain wider acceptance locally and globally, rivaling Hindi films’ box-office performance.

“To reiterate our belief in this market, we are committed to spend 40 billion rupees … over the (next) 5 years on JioHotstar,” said Krishnan Kutty, the head of entertainment for southern India at JioStar, the Reliance-Disney joint venture that runs the streaming platform.

JioHotstar, which has more than 200 million subscribers and competes with Amazon’s Prime Video and Netflix in India, plans to more than double the number of subscribers, including through regional and influencer-based content. It did not provide a timeline.

South India has four widely spoken languages, each with a vibrant film industry: Tamil, Telugu, Kannada, and Malayalam. Consumers in southern Indian states spend 70 percent more time on JioHotstar, whose cheapest plan costs as little as 50 rupees (about 50 US cents) a month, Kutty said.

JioHotstar will invest in series and movies from the region and also expand its portfolio of non-scripted content, Kutty said. Movies that have already been released in cinemas will make up most of its investments in films, he said.

When asked about the impact of Netflix’s deal to acquire Warner Bros Discovery’s TV, film studios and streaming business, Sushant Sreeram (in the file photo), the chief marketing officer at JioStar, said the partnership with Warner Bros will “continue till its end date.” He did not disclose the date.

Paramount Skydance has since launched a hostile bid for for Warner Bros Discovery for $v 108 billion after Netflix announced last Friday a deal to acquire WBD

Meanwhile, a PTI report from Chennai quoted Sreeram as saying that the investment forms part of a broader collaboration with the Tamil Nadu government.

The event was attended by Tamil Nadu Deputy Chief Minister Udhayanidhi Stalin and veteran actor-politician Kamal Haasan among other prominent personalities from South cinema.

‘Pharma’ Trailer Drops: JioHotstar has unveiled the trailer for its upcoming Malayalam web series ‘Pharma’, which also marks the return of acclaimed actor Rajit Kapur to Malayalam content after nearly ten years.

The series, written and directed by P. R. Arun and produced by Krishnan Sethukumar under the Moviee Mill banner, traces the life and evolving phases of K.P. Vinod, a medical representative navigating a world shaped by ambition, pressure and personal choices.

According to a press release from the streamer, ‘Pharma’ promises a layered narrative anchored by Kapur’s performance, supported by a strong ensemble cast. The series brings together Binu Pappu, Narain, Shruti Ramachandran, Veena Nandakumar, Muthumani and Aalekh Kapoor in pivotal roles. With Sreejith Sarang handling the editing and Abinandhan Ramanujam behind the camera, the show aims to deliver a polished and immersive viewing experience.

The trailer hints at a tense and emotional exploration of the pharmaceutical world through the journey of its protagonist, offering viewers a mix of drama, conflict and introspection. The makers have positioned the series as a character-driven story that delves into the complexities of professional and personal life, making Kapur’s return a notable highlight for Malayalam audiences.

Streamer Names Debasmita Ghosh as VP-Agency Biz: JioHotstar has appointed Debasmita Ghosh as its new vice-president for agency business, with the Bengaluru-based executive stepping into the role after a successful two-year stint at Disney+ Hotstar.

At Disney+Hotstar, she served as director and head of agency relations, leading strategic sales teams and strengthening the platform’s proposition for advertisers across categories.

According to her LinkedIn update, Ghosh played a key role at Disney+ Hotstar in shaping revenue growth by managing high-level partnerships, scaling engagement with large enterprise agencies and more than 500 mid-tier and SMB partners. Her efforts also contributed to expanding the company’s digital, impact and content-led offerings, backed by sustained collaboration with India’s advertising ecosystem.