'People have content indigestion': Prasoon Joshi says authentic storytelling is key to engaging audiences

In an era of endless entertainment choices, audiences are no longer "hungry" for new content, making authentic storytelling more important than ever, lyricist-screenwriter Prasoon Joshi said.

Joshi, who served as Central Board of Film Certification (CBFC) chief for nine years and is currently chairman of Prasar Bharati, said the sheer volume of content available across platforms has made it increasingly difficult for storytellers to hold viewers' attention.

"People have content indigestion (now). So, it's very difficult to actually make people watch something because they are not that hungry. They have been snacking on content the whole day. So, it is very challenging (to hold their attention) and it's a lot more important that we stay authentic. Other than that, we don't have anything," Joshi told PTI.

He was speaking on the sidelines of the first day of the FICCI FRAMES event, where he participated in a session titled "The Power of an Idea: Storytelling in the Age of Infinite Content".

Joshi recalled a time when going to the cinema was itself an event, with audiences having far fewer entertainment options.

"Everyone wants to tell their own stories. But today people have so many options. When we were growing up, Friday was the most awaited day. It didn't matter what film was coming; whatever was released, we would go and watch it. It was a privilege to see something new," he said.

The changing viewing landscape, he said, has also made originality crucial. Joshi criticised what he described as a "herd mentality" in the film industry, where filmmakers tend to replicate stories and genres that appear to be working at the box office.

"By following the herd mentality, what are you getting? Losses. So, what is the option? I think the writing is on the wall," he said.

Even if storytellers fear that originality could lead to commercial losses, Joshi argued, copying carries its own cost.

"At least, if you feel that being authentic is going to lead to losses, you will suffer more from the loss of copying — that you didn't do anything new for yourself and still made a loss," he said.

For Joshi, authenticity begins with drawing from one's own experiences.

He cited two songs he wrote for Aamir Khan's "Taare Zameen Par" -- "Dekho inhein os ki bundein" and "Main kabhi batlata nahin" -- as examples of how personal memories can inform creative work.

Joshi said the first song was inspired partly by his relationship with his young daughter.

"My daughter was two-year-old and I would hold her hand and say to her, 'Dekho inhein os ki bundein…' so I would attribute this song to my daughter," he said.

For "Main kabhi batlata nahin", he returned to a childhood memory involving his mother, who was a teacher.

"I remember telling Aamir (Khan, lead actor of the film) that I've a memory of my mom, who was a teacher, leaving for a teacher's training period, and what I felt at that time was, 'Main kabhi batlata nahin'," Joshi said.

He believes such personal experiences help storytellers create work that connects with audiences rather than simply following prevailing trends.

"The idea is to appeal to your target audience; it is about connect and that comes from authenticity," he said.