Hope to come up with Telugu content that has a universal appeal: Madhura Sreedhar Reddy

Director, producer, film distributor Sreedhar Reddy, popularly referred to as Madhura Sreedhar in the Telugu film landscape for his music label (Madhura), is a known name for his out-of-the-box ideas, associated with unique stories made under shoestring budgets. He has come up in the industry the hard way, leaving a comfy job in the corporate sector, surviving the ebbs and tides of film production for more than a decade, relentlessly trying to explore newer horizons regardless of the department. When the news of SonyLIV appointing him as the regional head for Telugu content was out, many in the fraternity genuinely believed that one among their insiders is here to give a fillip to new-age digital content in the Telugu space. OTTplay caught up with him for a brief chat earlier in the day.

Excerpts from the exclusive conversation:

What does this new responsibility mean to you?

I wanted to be part of the OTT revolution for the last two years and work with a streaming platform. The consumption of digital content has hit the roof and I was immensely excited when SonyLIV offered me this position. Besides producing many films, I have also directed three movies and these practical experiences have contributed to my holistic understanding of filmmaking.

Many people in the industry have valued your film judgement and creative decisions over the years. You couldn't have asked for a better role.

I consider myself lucky to have had a 360-degree understanding of the craft, be it directing, producing, distributing movies or even owning a music label (Madhura). I am very aware of the content that's consumed by the public. Additionally, I have been a corporate professional before I entered films, working with Tech Mahindra and Wipro, which has given me adequate insight into management and business models too. I am happy that each of my past experiences will contribute to my current position in some form.

What do you think is the change that you would want to bring about in the Telugu OTT space?

OTT platforms are witnessing hard-hitting shows telling hard-hitting region-specific stories but have a universal appeal. I aim to give a platform to such 'glocal' content in the Telugu digital space. Digital entertainment has no boundaries at all and I hope to curate Telugu content that'll resonate with Indian audiences and possibly, international spectators too.

Many believe that direct-to-OTT releases will only be a reality until theatres reopen. What do you have to say about it?

The direct-to-OTT releases will not be a stop-gap reality as far as I see it. Big-star films will always opt for theatrical releases whereas the small-budgeted films will be keen on OTT releases because of the huge promotional costs. It's very difficult to draw audiences for small budget films and OTT platforms will prove to be a win-win situation for them.

The fact that you know the industry in and out in all its colours will certainly be an advantage, to begin with...

I hope so. It's just two days since I've been on this job. Production houses are extremely excited that someone among them is heading the regional OTT division of a reputed brand. While most streamers prefer to take someone with vast corporate experience in such positions, Sony was particular about roping in a film person to lead their Telugu content. That the Telugu film industry is owning my success is something that makes me really glad.