Mautik Tolia On Future Of Indian Content, Bodhi Tree's Growth, Threat Of AI & More- EXCLUSIVE Interview

In an industry where trends shift overnight and audience attention spans are shorter than ever, Mautik Tolia continues to focus on one thing above all else - creating compelling entertainment that connects with audiences emotionally.

In an exclusive interaction with Filmibeat Assistant Editor Abhishek Ranjit, the Managing Director & CEO of Bodhi Tree Multimedia Ltd. opened up about his journey into entertainment, the evolution of Indian content, the pressure of ratings, OTT storytelling, AI disruption, and the future of intellectual property-driven entertainment businesses.

The High of Creating Content Never Changes

For Mautik Tolia, the entertainment business has always been driven by creativity rather than commerce alone. Reflecting on what motivates him even after decades in the industry, he says the thrill of creating impactful entertainment remains unmatched.

"The whole process of a good creative idea being executed well, getting the right platform, taking shape and reaching the right audiences - that's what the whole high is all about."

Interestingly, Tolia did not initially plan to enter the media industry. Coming from a business family involved in construction, he was expected to follow a more conventional career path. However, an internship at Nimbus Communications during his late teens completely changed his direction.

"I did engineering for a year and hated it. The moment I entered television through my internship, I realised this was what I wanted to do."

He describes the entertainment industry of the late 1990s and early 2000s as a "sunrise industry," where everyone was learning together, giving newcomers an equal opportunity to grow quickly.

Defining Content When Attention Span Is Short

At a time when viewers decide within seconds whether they want to continue watching something, content creation has become more demanding than ever. According to Tolia, regardless of format - whether a two-minute reel or a 200-episode television drama - content must achieve three things: engage, entertain, and emotionally affect the audience.

"If a piece of content can engage someone enough for them to give the privilege of their attention, entertain them, and affect something within them, then it's successful."

He acknowledges that audience behaviour has transformed drastically with OTT and social media.

"Today, the first 90 seconds are important. As a producer, you really don't have any buffers anymore," he adds.

This constant pressure, he explains, pushes creators to innovate continuously and maintain the highest quality standards.

Why Indian Content Still Lacks a Global Signature

One of the most interesting parts of the conversation revolved around Indian content's global positioning. While Korean dramas, Pakistani serials, and Japanese storytelling formats have developed strong international identities, Tolia believes India is still searching for its signature storytelling voice.

He points out that Indian creators now possess the technical capability to produce globally competitive content. Shows like Netflix's Class, which Bodhi Tree produced, have proved that Indian content can also mirror the standard set by internationally acclaimed web series.

However, he feels India still needs a recognisable storytelling identity.

"Korean dramas stand for a certain kind of romance and storytelling. India is still trying to find its own signature style."

According to him, once India identifies that niche within the global ecosystem, Indian shows will become globally identifiable rather than simply "good content from India."

The Harsh Reality of Television Economics

Tolia also shared his two cents on the changing economics of Indian television. With declining broadcasting revenues and rising competition from digital platforms, television channels today have far less patience with underperforming shows.

"Earlier, channels had breathing space. Today, economics has changed and patience levels are much lower."

Shows are often evaluated within weeks, and underwhelming TRPs can quickly lead to cancellation notices. Yet, Tolia does not entirely blame broadcasters.

He explains that channels are under immense commercial pressure, making experimentation increasingly risky. Running existing successful shows across weekends is often more cost-effective than launching fresh programming.

How Bodhi Tree Develops Content

Offering a rare behind-the-scenes look into the development process, Tolia revealed that Bodhi Tree's in-house content team constantly tracks storytelling trends from across the globe and different Indian regions.

The company studies Korean dramas, regional Indian successes, books, international formats, and original concepts pitched by writers. Promising ideas then undergo multiple rounds of development before being presented to broadcasters or streaming platforms.

OTT development, he says, is a far more detailed and time-intensive process.

"Platforms like Netflix or Prime want highly detailed bibles before they even greenlight development."

Unlike television's fast-paced production cycles, OTT projects allow creators more time to flesh out characters, worlds, and narratives before production begins.

Moving Beyond Commission-Based Production

A major strategic shift for Bodhi Tree Multimedia is its focus on owning intellectual property rather than remaining only a commissioned content producer.

Tolia believes the future of entertainment lies in creating long-term IP assets that can continue generating value across platforms and formats.

"The next 3-5 years are about shifting from being just producers of content to owners of content."

This transition, according to him, is essential for sustainable growth in the evolving entertainment ecosystem.

AI Is Not a Threat - It's a New Genre

On the subject of Artificial Intelligence, Tolia adopts a practical and optimistic approach. While AI-generated content is rapidly gaining visibility online, he does not see it as an existential threat to traditional entertainment.

Instead, he believes AI will transform workflows, improve efficiency, and democratise content creation.

"Subtitles, music creation, workflows - all of this will become much faster and more accessible."

He also revealed that Bodhi Tree is already exploring agentic AI tools internally, including AI-powered casting solutions.

At the same time, he believes AI-led storytelling may evolve into an entirely separate entertainment genre.

"Your big dramas will work, your reels will work, and AI content will also work - as long as it caters to the right audience."

A Vision Focused on Storytelling

Throughout the interaction, one thing became abundantly clear: despite the rapid transformation of the entertainment business, Mautik Tolia remains deeply rooted in storytelling.

Whether discussing TRPs, OTT algorithms, AI disruption, or intellectual property ownership, his focus consistently returns to the emotional impact of content.

For Tolia, technology may evolve and platforms may change, but the core purpose of entertainment remains timeless - to engage audiences and leave a lasting impression.