Data-driven commissioning · Part 2 · Latest
Best at Getting Paid. Worst at Being Kept.
Vertical micro-drama is both at once, and the numbers to show it were published three days ago. Part two of a series on data-driven commissioning.
Findings
All findings →First finding · 15 September 2026
One finding a week on how audiences for film, television and streaming actually behave. Each one is a number, its named source, and a line marking where the data ends and judgment begins. Starting in Telugu, where I worked with title-level data that nobody publishes, and widening to every market where the data exists.
Essays
All essays →- 30 Aug 2026
Data-driven commissioning · Part 1
Data Won't Tell You What to Make
What data-driven commissioning actually is, what it isn't, and what you do when the data doesn't exist. Part one of a series.
Work
The record →Built the content function
aha: a content function from zero
Built the content function from scratch: the team, the four sourcing pillars and their standard operating procedures, the greenlight process, and the analytics pipeline that…
Developed and greenlit
Kudi Yedamaithe
The first show I developed and greenlit at aha, directed by Pawan Kumar. Greenlit on conviction with nothing to show. Released with almost no marketing and found its audience…
Developed and delivered
Arabia Kadali
Developed and delivered to a national platform. Created by Krish Jagarlamudi; released on Amazon Prime Video in five languages.