After expanding to 400 million monthly active users in just 10 months, JioHotstar is turning its attention to South India for its next phase of growth. Under its South Unbound initiative, the platform has announced a Rs 4,000 crore investment over five years to build a South-focused content and creator ecosystem.

A bigger, deeper content push

As part of this strategy, JioHotstar has unveiled an aggressive slate expansion—25 new titles and 1,500 hours of fresh South programming over the next 12 months. But South Unbound is positioned as more than a content rollout; it is also a call to action for producers and creators.

“We want young creators to know that we’re open for business. If you have a great story, we’re eager to work with you,” said Krishnan Kutty, head of entertainment busines

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