MUMBAI: Emmy-winning producer Ektaa Kapoor recently attended a media interaction, where she shared insights on her illustrious journey in the Indian entertainment industry. Along with Ektaa, this event also featured Sanjay Goenka and marked Kapoor’s completion of 30 successful years as a producer. Having pioneered content in every format and genre, she remains one of the longest-surviving and most influential figures in the industry.
Reflecting on her career, Ektaa Kapoor stated, “When I started working, I was barely 18, and I didn’t know that media would evolve into such a massive business module. I started off with my mother, and in these 30 years, this is the first time that the government is taking such an initiative. I can’t thank the Prime Minister enough, because this is not just about big companies or conglomerates. The ‘Waves Bazaar’ event is designed to provide opportunities for small creators.”
Kapoor expressed her gratitude for the government’s move to uplift independent creators, reminiscing about her own early struggles in the industry. “And when I was young, I didn’t have the direction, I did not know how to go about things, whom to approach, if such initiative existed then and government had taken such steps then, it could have been easy for young creators to do something & don't have connections and where to go. I have so much gratitude that India is now getting a chance on a global platform to showcase their performing arts and stories & they'll now get new global opportunities. And there has never been something so supportive by the government to structure opportunities for everyone.”
Speaking about the challenges in TV content creation and gap between small creators and major production houses. “On TV, 90% of the time, we either adapt a regional show into Hindi, revamp an old idea, or seek established writers because we lack direct access to real creators and their stories. There is still a distance between small creators and big studios. Finally, with this initiative, we will be on the same platform as these creators, eliminating middlemen. We can directly buy ideas and stories from them, making it a win-win situation for both buyers and sellers.”
Kapoor’s words highlight the transformative impact of the ‘Waves Bazaar’ initiative, which aims to bridge the gap between independent creators and the larger entertainment ecosystem, fostering new global opportunities for Indian storytelling.
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