Mumbai: Sandeep Gulati, Head of Commercial at Sphereorigins Multivision, brings over two decades of experience across television, broadcast media, and digital content ecosystems. With deep expertise in production management, budget planning, cost control, deal structuring, and business strategy, Gulati has consistently operated at the intersection of content and commerce, enabling scalable and sustainable content creation. Over the years, he has worked extensively across fiction, non-fiction, and web shows, building a strong understanding of diverse content formats and their commercial dynamics.
Speaking on the evolving content landscape, Gulati highlighted the undeniable shift in audience behaviour.
“Consumption today is clearly digital-first. Audiences are engaging far more with content on platforms like YouTube and OTT, and they are seeking relatability, authenticity, and culturally rooted narratives,” he said.
However, he emphasized that the industry is currently at an important inflection point.
“Over the past year, both television networks and streaming platforms have become far more disciplined in their content spends, with a sharper focus on profitability and return on investment. The era of unchecked spending is behind us,” he noted.
According to Gulati, this shift calls for a more balanced and evolved approach to content creation.
“Going forward, success will depend on striking the right balance between creative ambition and commercial viability. Strong storytelling will always remain critical, but equally important is the ability to execute projects efficiently, optimise costs, and deliver sustainable value,” he added.
At Sphereorigins, Gulati is responsible for driving commercial strategy, business planning, and financial oversight across projects. His role focuses on ensuring that content development aligns not only with audience preferences but also with viable business outcomes.
Reflecting on his journey, Gulati shared that his experience spans working with leading production houses and broadcasters, including Saibaba Studios, Optimystix, Sony, Colors, and Swastik Productions.
“My career has largely been built around enabling content—from structuring deals and managing budgets to ensuring smooth execution at scale. This has given me a strong understanding of what it takes to deliver successful projects, both creatively and commercially,” he said.
Over the years, he has played a key role in streamlining production processes, strengthening industry partnerships, and contributing to projects that have achieved both scale and consistency.
“Today, as the industry matures, the focus is shifting towards building a more sustainable content ecosystem—one where creativity and profitability go hand in hand. That’s where the next phase of growth lies,” Gulati concluded.
