'Quality over quantity is the current goal,' says Zee5 South business head Lloyd Xavier

Lloyd Xavier began his career at Deloitte before following his passion for media, with leadership roles at YuppTV and Network18. In 2019, he was part of the core team that launched and scaled Aha, the regional OTT platform. Since 2021, he has been with ZEE5, first as Marketing Director – South, and now as Regional Business Head, overseeing both marketing and business operations for the Tamil and Malayalam markets. In this role, he has led the marketing and release of a diverse slate of titles, championing compelling, culturally rooted stories that resonate deeply with specific language-speaking audiences and drive business growth.

Having associated, in the past, with titles such as RRR, HanuMan, Vikram, Identity, and Manorathangal, Xavier, along with Zee5, believes that every title, whether a blockbuster or a niche success, "has its own audience and leaves us with clear takeaways."

From his experiences on films like RRR and Vikram, he observed the "undeniable power of strong narratives paired with scale and cultural relatability"; others gave him insights into the "nuances of timing, positioning, and evolving audience sentiment, especially in language markets where preferences can shift quickly."

"These experiences reaffirmed that while star power creates initial draw, long-term engagement comes from authentic, emotionally resonant storytelling," says Xavier, adding, "It also underscored the need to back diverse, original stories, remain agile in content strategy, and keep audience insights at the centre of our decisions."

Edited excerpts:

How do you look at the evolution of the audience's taste and behaviour since the pandemic?

Audience behaviour has fundamentally shifted post-pandemic, and nowhere is it more dynamic than in the South OTT space. Earlier, predictable genre patterns worked, but today, preferences are fragmented and mood-driven. A big-ticket title might trend one week, while a compact, rooted drama takes over the next.

What protocol or studies do you follow to understand the audience?

For Tamil and Malayalam ZEE5, we address this by staying deeply audience-first. We rely on a mix of real-time consumption analytics, genre performance studies, local market research, and AI-driven personalisation metrics. We also prioritise qualitative feedback through sentiment tracking across languages. The key protocol is agility. No one formula works anymore. We continuously test, learn, and pivot, ensuring our slate is a balanced mix of high-stakes tentpoles and intimate, culture-driven stories that genuinely reflect what audiences are feeling at that moment.

There was a time when ZEE5 procured multiple Malayalam films (Tamil, too?), and these were mostly small-scale films. That doesn't happen anymore — and it's not just with ZEE5, but other platforms too. For the layman, how would you explain the shift?

This is a reflection on how the OTT ecosystem has matured. Earlier, during the pandemic and immediately after, there was a surge in acquiring small and mid-scale films because audiences were hungry for fresh content at home. Today, with theatres back in play and audience expectations rising on OTT, the focus has shifted. Platforms, including us, are now prioritising curated, high-quality originals and selective, high-impact post-theatrical titles that can deliver strong engagement and cultural resonance.

For example, in Tamil, titles like Ayali, Vilangu, and Aindham Vedham have been standout performers, deeply connecting with audiences through authentic storytelling. In Malayalam, our titles like Prince and Family, Identity and Nunakkuzhi have reinforced that viewers are now looking for layered, high-quality narratives with strong emotional cores.

It’s no longer about quantity but meaningful storytelling that stands out in an increasingly competitive space. Our focus is now on choosing stories that feel fresh, relevant, and platform-worthy rather than chasing volume.

Manorathangal was once among the most anticipated titles. But the interest waned when it finally premiered. Stranger still is the fact that some didn't even notice that it came out, except for hardcore cinephiles and entertainment journalists closely tracking the updates. What went wrong?

Manorathangal was a title we were especially proud to curate on ZEE5, given the calibre of talent involved and the richness of its storytelling. Most importantly, its acquisition was a tribute to the legendary M.T. Vasudevan Nair, whose contribution to Malayalam cinema is immeasurable. Honouring voices like his, who’ve shaped the cultural and narrative fabric of Malayalam storytelling, is part of our larger commitment to celebrating timeless creators across languages.

Malayalam web series like Utsaha Ithihasam, directed by National award winner Krishand ("Aavasavyuham"), were picked up in 2018. Is ZEE5 looking to host more Malayalam web series soon? 

Malayalam as a language market is high priority for us, and we recognize the appetite for nuanced, original web series alongside theatrical titles. While Utsaha Ithihasam was an early step in that direction, the landscape has evolved significantly since, with audiences expecting layered, culturally rooted, and high-production-value stories. We’re actively expanding our Malayalam slate, and as part of our language-first strategy, you’ll see a stronger presence of web series in the coming months. Across both Tamil and Malayalam, we are on track to launch 30 titles this year, making it one of the most ambitious and inclusive content expansions in South India.

On our released content, titles like Paappan, Daveed, Prince and Family, Identity, reaffirmed the demand for quality Malayalam storytelling, and we’re in discussions with several creators from the region for fresh concepts that resonate locally while retaining universal themes. We aim to deepen our presence in Kerala with original series that reflect contemporary issues, relationships, and narratives unique to the state’s audience.

What are the current acquisition guidelines?

Our acquisition strategy today is very focused and audience-led. At ZEE5, we prioritise titles that align with our core content pillars, culturally rooted narratives, strong emotional resonance, and stories with mass or community appeal. While earlier there was a volume-driven approach, especially during the pandemic, we’ve since pivoted to a more curated, high-impact model.

For Malayalam and Tamil in particular, we are selective about titles that have created substantial conversations and reflect contemporary, relatable themes. The goal is quality over quantity, with a clear focus on what will resonate with our segmented audience cohorts and deliver long-term value to the platform.

Despite Malayalam cinema finding praise from everyone for its rooted and strong content-driven storytelling and performances, the general sense is that films from other languages — chiefly, the low-rent ones that were made hastily and pitched to OTT platforms — get more priority. Why is that?

The post-pandemic world saw a surge in the creation of OTT content, given that the priority, across platforms, was to keep libraries fresh and varied. At that time, certain titles from other languages, even if modest in quality, found space because they filled immediate content gaps or addressed volume-driven audience demands.

That said, the merit and consistency of Malayalam cinema have always been acknowledged within the industry, including at ZEE5. The past and upcoming launches reaffirm the enduring strength of Malayalam storytelling, which often leads in terms of narrative quality and performance depth.

The content landscape is evolving, with platforms moving towards a more curated, quality-first model. At ZEE5, we’re consciously working to ensure language titles, particularly Malayalam films and originals, are given the priority and positioning they deserve based on both creative merit and audience potential. The shift is underway, and you’ll see it reflected in the kinds of stories and creators we bring going forward.

Most OTT platforms, we hear, sanction content from filmmakers who have made at least one project—someone making a directorial debut, no matter how great their pitch, isn't given preference. In Malayalam, for instance, there are many successful first-time directors. Why wouldn't big OTT platforms take a chance with newcomers?  

In a dynamic space like OTT, both experience and fresh perspective matter. While established filmmakers bring reliability and scale, we, at ZEE5, also actively collaborate with emerging talent, especially in markets like Kerala, where debut directors often create standout work. For instance, the director of Ayali, Muthukumar, made his directorial debut with ZEE5, and the show resonated widely across audiences.

At the end, it’s all about the content and storyline. We greenlight projects based on the story's strength, not just the résumé behind it. Through anthology formats, concept-first series, and regional slates, we’re creating more entry points for new voices while continuing to work with proven storytellers.

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