Microdrama platform Story TV has appointed former Yash Raj Films executive Manan Mehta as its Senior Vice President (SVP) Content and Strategy. According to a Story TV press release, the appointment is part of the company’s plan to strengthen premium vertical storytelling and expand its presence in India’s growing microdrama market.

Mehta brings more than 20 years of experience in business strategy, marketing and content. Before joining Story TV, he spent over 11 years at Yash Raj Films, where he worked closely with Aditya Chopra and led marketing and content strategy for more than 26 films that earned around Rs 5,200 crore at the global box office. He has also worked with agencies such as Leo Burnett, Taproot and Razorfish.

Story TV said Mehta will lead its strategy for creating premium vertical storytelling franchises, build partnerships with leading actors, filmmakers and studios, and help develop original content for the platform. The company aims to make vertical storytelling a mainstream entertainment format as it works towards its ‘OTT 2.0’ vision.

Commenting on the appointment, Story TV Founder and CEO Saurabh Pandey said the company wants to bring together top creative talent to build a new style of storytelling designed for mobile audiences. He added that Mehta’s experience in studio scale storytelling will help strengthen the platform’s content and talent partnerships.

Speaking about his new role, Mehta said premium vertical storytelling is the next big shift in entertainment and that he is excited to help shape the future of the format. Since its launch in 2025, Story TV says it has built an audience of over 100 million users and plans to further expand its library of original microdrama content.