Kamal Haasan addressed the audience at JioHotstar’s South Unbound event in Chennai with a deep sense of purpose, turning his reflections into a powerful commentary on storytelling and the changing face of Indian entertainment. He noted that India’s media landscape is not just growing but transforming, driven more than ever by the audience itself.
He spoke about how stories today have become completely screen-agnostic, travelling with the viewer rather than belonging to any particular platform. According to him, the audience has now become the true platform, and this shift permanently changes the relationship between media and message. Stories, he said, belong to the people, and screens simply follow them.
Kamal described this as a tectonic shift, especially meaningful for the South, praising JioHotstar’s initiative for unlocking opportunities for every Tamil creator, producer, and storyteller to reach audiences across India, on every screen. He celebrated the rise of regional storytelling, noting that “regional is becoming the new national, and ethnic the new international,” and that stories rooted in places like Madurai, Malappuram, and Machilipatnam are now national cultural events.
He cited examples of films that transcended boundaries—Kantara, Drishyam, Baahubali, Pushpa—proving that authenticity, not budget, is what truly travels. Bringing focus to Tamil Nadu, he said the impact of films like Vikram and Amaran demonstrates that sincerity is a timeless currency that cannot be demonetized.
Kamal reminded the audience that Tamil Nadu has always embraced the merging of arts—literature, music, theatre—and that even with modern tools, creators remain rooted in the instinct to tell their stories truthfully. He drew parallels with global successes like Squid Game, which used a regional Korean dialect yet reached billions, emphasizing that Indian languages, with far larger audiences, hold enormous potential.
He stressed that creative ecosystems flourish only when creators, technicians, platforms, and policymakers grow together. He praised the Tamil Nadu government and Deputy CM Udhayanidhi Stalin for championing talent development and long-term creative infrastructure. He highlighted the 12,000-crore commitment through the government–JioHotstar Letter of Intent, with 4,000 crore dedicated to Tamil Nadu over five years.
Kamal appealed for the creation of media studies programs across India and emphasized structured training in writing, cinematography, sound, editing, animation, and VFX. For him, this is not just about generating content but creating sustainable careers for young talent.
Reflecting on the current state of Indian entertainment, he spoke of a young, supportive audience, a rapidly expanding digital universe, the rise of regional influence on national taste, Tamil Nadu’s nurturing of creative pipelines, and a global market eagerly watching India. He said there has never been a better time to be a storyteller and urged everyone to seize this moment.
Kamal called for bold ambition, encouraging the industry to work toward a 100-billion-dollar media and entertainment future and contribute to Tamil Nadu’s vision of becoming a trillion-dollar economy. He concluded by reminding creators that the barriers are gone, the tools are in their hands, and courage is the true differentiator. The world is watching, the platform is ready, and the audience is waiting—for bold, honest, and fearless storytelling from Tamil Nadu, for India, and for the world.
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