Bodhitree launches digital IP arm and names new CRO to monetise content across YouTube and OTT

What does Bodhitree Multimedia’s new digital strategy signal for its future?

Bodhitree Multimedia Limited, a leading Indian entertainment content producer, has announced a significant strategic expansion with the appointment of media veteran Sudip Roy as Group Chief Revenue Officer (CRO) and the launch of a new business division, Bodhi Tree Ventures. The newly established unit is tasked with transforming Bodhitree into a digital-first business by managing proprietary intellectual properties (IPs), operating platform-native content channels, and creating alternative revenue streams via direct monetisation models.

This development reflects Bodhitree’s ambition to pivot from a content service provider to an IP-driven content operator in a digital environment increasingly reliant on first-party ownership, audience data, and recurring monetisation capabilities.

Why is Bodhitree turning to digital IP monetisation?

The decision to establish Bodhi Tree Ventures stems from a fundamental shift in how content is monetised in India and globally. Traditional broadcast contracts and OTT commissions are giving way to platform-native strategies where owning and scaling IPs offers long-term financial benefits. Platforms like YouTube, Instagram, and emerging OTT services now serve as viable ecosystems for continuous audience engagement and monetisation.

Bodhi Tree Ventures will serve as the company’s in-house vehicle to develop digital channels, manage content rights, and monetise original and third-party IPs across these platforms. The unit is designed to unlock sustainable revenue streams by retaining ownership over content assets and avoiding one-time licensing limitations. The shift aims to create recurring income that compounds over time, with the flexibility to extend IP lifecycles through syndication, brand integrations, and merchandise opportunities.

Who is Sudip Roy, and why was he chosen to lead this shift?

With more than 25 years in revenue strategy and media operations, Sudip Roy’s appointment as Group CRO is seen as a strategic move to accelerate Bodhitree’s digital ambitions. His previous tenures at Star News, Zee, Neo Sports, Network18, and TCM place him at the intersection of traditional broadcast and emerging digital monetisation models.

Roy will spearhead Bodhi Tree Ventures’ growth roadmap, with a focus on monetisable IP creation, strategic distribution partnerships, and cross-platform content strategies. His leadership signals Bodhitree’s intent to institutionalise its digital business as a core revenue engine rather than a peripheral experiment. The company will leverage his expertise in scaling revenue models to integrate business development with audience engagement and platform analytics.

How does this align with wider trends in content monetisation?

The move by Bodhitree Multimedia reflects a broader industry trend where content producers are building their own monetisation platforms rather than relying entirely on aggregator revenue shares. As digital advertising spends surpass traditional media and short-form content becomes increasingly monetisable, producers must control both the creative and commercial lifecycle of content.

Globally, companies like Fremantle, Lionsgate, and Banijay have adopted similar models, shifting from pure-play producers to content IP owners with in-house distribution capabilities. In India, firms such as Shemaroo and Saregama have also entered this space with digital-first verticals to monetise music and video IPs at scale.

Bodhitree’s existing legacy in long-form storytelling and genre diversity positions it well to repurpose its extensive content library for digital-first formats and new audiences.

What is the current status of Bodhi Tree Ventures?

The company has confirmed that Bodhi Tree Ventures is already operational, with multiple digital IPs and channels under development. This early activity indicates a premeditated rollout supported by internal resources and a foundational strategy. While details of individual properties remain undisclosed, the focus is likely to include short- and mid-form narrative content, infotainment channels, and possibly genre-specific verticals aligned with Bodhitree’s production strengths in drama, thriller, horror, and lifestyle.

The new business model also enables the company to explore syndication rights, branded entertainment deals, and creator partnerships, all of which are less accessible under traditional broadcaster-led models.

What is the financial and market context of this announcement?

Bodhitree Multimedia Limited (NSE: BTML | BSE: 543767) is a publicly listed company and the timing of this announcement has attracted attention in market circles. As of April 15, 2025, the company’s stock was trading at ₹118.40 on the NSE, recording a modest 1.2% intraday gain. Over the past month, the stock has moved within a tight range of ₹113 to ₹121, reflecting consolidation as investors await new growth triggers.

Year-to-date, BTML has delivered approximately 18.6% returns, outperforming many small-cap peers in the media and entertainment sector. Investor forums and retail channels have expressed optimism, particularly around the company’s move toward scalable and recurring digital revenue, though institutional investors appear to be taking a wait-and-watch approach pending execution metrics.

What does the sentiment suggest—buy, sell, or hold?

Market sentiment following the launch of Bodhi Tree Ventures is cautiously bullish. The addition of a seasoned executive with deep digital expertise has lent credibility to the monetisation roadmap. While immediate revenue contributions from the new division may be limited, the structural shift is viewed positively in terms of long-term value creation.

Financial analysts suggest a ‘Hold’ rating in the short term, with a ‘Buy on dips’ strategy for those seeking medium-term exposure. Accumulation within the ₹110–₹115 range could offer upside potential as the company provides clarity on content performance metrics, platform engagement data, and monetisation progress in upcoming quarters.

However, risks remain. Scaling IP-led digital operations requires significant investment in technology, rights management, and algorithmic discovery. Failure to demonstrate traction in audience engagement or revenue conversion could limit the benefits of the new strategy.

How does this affect Bodhitree’s position in India’s entertainment market?

India’s content ecosystem is undergoing rapid transformation, driven by digital consumption, regional content growth, and the rise of creator-led storytelling. Traditional B2B content houses must either evolve into digital ecosystem players or risk margin erosion. Bodhitree’s pivot allows it to participate directly in platform economics while retaining control over content direction and user relationships.

This evolution is particularly relevant in the context of monetising non-Hindi IPs, vernacular formats, and experimental storytelling. Digital platforms offer granular audience segmentation and agile feedback loops, allowing producers to test and iterate formats quickly. Bodhi Tree Ventures may also serve as an incubator for such innovation, further anchoring Bodhitree’s role in India’s evolving entertainment landscape.

What does this mean for Bodhitree’s future direction?

The establishment of Bodhi Tree Ventures marks a strategic inflection point for Bodhitree Multimedia. It signifies a deliberate move from episodic content creation to platform-controlled IP development, offering not just content ownership but also monetisation autonomy. This transformation echoes industry-wide recognition that the future of entertainment lies in owning scalable, data-driven, and monetisable digital assets.

For shareholders and strategic partners, the message is clear: Bodhitree is building an organisation for the next phase of media evolution — one that is not merely service-based, but platform-oriented and audience-first. If executed well, this could lead to durable growth, improved margins, and expanded market presence in India’s rapidly digitising media sector.