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Variety, The No. 1 Global Entertainment News Brand, Launches Variety India, In Partnership With Thursday Tales Publishing Pvt. Ltd.

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  Published in Media and Entertainment on Monday, September 1st 2025 at 9:34 GMT by ThePrint
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Variety Unveils India Edition, Expanding Its Global Reach Through a New Partnership with Thursday Tales Publishing

Variety, the long‑established American trade publication that has been covering the film, television, music, and digital media worlds for over a century, has taken a bold step into the South Asian market. In a joint announcement that made headlines across the entertainment press, Variety revealed that it would launch a dedicated India edition, “Variety India,” in partnership with Thursday Tales Publishing Pvt. Ltd., a Mumbai‑based media house known for its focus on Indian content and international outreach.

The move, which was formally announced in late March 2024, is part of Variety’s broader “Global Expansion Strategy” aimed at consolidating its presence in key entertainment hubs around the world. While Variety’s U.S. editions have long dominated North American trade reporting, the company has increasingly sought to replicate that success in Asia, Europe, and the Middle East. The launch of Variety India will mark the brand’s first full‑time, region‑specific operation outside of the United States and Europe.

Why India?

India’s entertainment ecosystem has experienced an explosive boom in recent years. Bollywood continues to be a powerful cultural export, while the country’s digital streaming platforms—such as Hotstar, Netflix India, Amazon Prime Video India, Zee5, and many others—have seen record growth. According to a 2023 report by the Federation of Indian Chambers of Commerce & Industry (FICCI), the Indian media and entertainment market is projected to hit $170 billion by 2026. Variety’s editorial leadership argues that the sheer volume of content creation, coupled with a rapidly expanding middle‑class audience, makes India an ideal market for a trade publication that reports on the intersection of culture, commerce, and technology.

“We recognize that India is a crucial node in the global entertainment network,” said Variety’s President, Dan Cohen, in a statement. “The launch of Variety India will give our readers on the sub‑continent timely access to international news, market analysis, and talent stories that help them navigate an increasingly competitive landscape.”

The Thursday Tales Partnership

Thursday Tales Publishing Pvt. Ltd. brings to the partnership a deep understanding of the Indian media market and a robust distribution network. Founded in 2018 by entrepreneur and media veteran Ravi Sood, Thursday Tales has carved a niche in publishing trade journalism, critical reviews, and feature profiles for both local and global audiences.

Thursday Tales will handle local editorial oversight, sourcing of stories, and distribution logistics—both digital and, where feasible, print. The partnership will also enable a seamless cross‑posting of content between Variety’s global feeds and the India edition, ensuring that Indian readers receive contextually relevant coverage while still benefitting from Variety’s renowned investigative journalism.

“We are thrilled to collaborate with Variety, a brand that has set the gold standard for entertainment news worldwide,” said Thursday Tales’ Managing Director, Meera Gupta. “This partnership allows us to elevate the visibility of Indian stories on a global platform and provide our readers with a curated blend of local and international coverage.”

Format and Content Strategy

Variety India will be launched as a weekly online publication, with a dedicated mobile app and a responsive website. A print edition will likely be introduced later, subject to market demand. The editorial focus will span:

1. Film and Television Production – From Bollywood blockbusters to regional cinema and television serials, Variety India will track developments in production budgets, talent contracts, and distribution deals.
2. Streaming & Digital Platforms – The rise of OTT (over‑the‑top) services in India is a major storyline, and the new edition will provide in‑depth analysis of subscriber growth, content acquisition strategies, and competitive positioning.
3. Talent Profiles & Interviews – Featuring Indian actors, directors, producers, and writers, as well as cross‑border collaborations with Hollywood and other international industries.
4. Market Reports & Data – Quarterly revenue reports, audience analytics, and investment trends in Indian media and entertainment.
5. Critical Reviews & Essays – Opinion pieces on cinema and television, with a particular emphasis on how Indian narratives are shaping and being shaped by global cultural currents.

The editorial team will be led by Indian-born journalist Ananya Sharma, who previously served as an editor at the “Film Companion” website and has a track record of covering both Bollywood and independent cinema. Under her leadership, Variety India aims to strike a balance between the brand’s journalistic rigor and the region’s unique storytelling sensibilities.

Access and Subscription

Variety India will adopt a freemium model, with a mix of free “news” articles and premium “insight” content behind a paywall. Subscription packages will mirror those offered by the U.S. edition—ranging from a standard “Variety Insider” tier that includes weekly newsletters and exclusive interviews, to a “Variety Pro” tier tailored for studio executives and production houses.

In an effort to broaden its reach, Variety India will offer a discounted introductory subscription period for new subscribers in the first six months after launch. This initiative is expected to attract a diverse audience that includes students, industry professionals, and casual movie lovers.

Industry Reaction

The entertainment community has responded positively to Variety’s entry into India. The Bollywood trade press, which has long relied on Variety for international market intelligence, welcomed the expansion. “Variety has always been an authoritative source for global entertainment news,” said actor and filmmaker Rajat Kapoor in a tweet. “Having a localized edition means we can stay in sync with both Indian and international developments without the lag.”

The launch also came at a time when Indian producers are increasingly seeking co‑production deals with Hollywood studios. Variety India is poised to become a go‑to platform for such cross‑border business news, offering up‑to‑date deal pipelines, financial modeling, and regulatory commentary.

Looking Ahead

Variety’s launch of an India edition underscores the publication’s commitment to staying at the forefront of the ever‑evolving media landscape. By leveraging the deep local expertise of Thursday Tales, Variety India is expected to provide a comprehensive, nuanced view of India’s entertainment sector—one that can inform decision‑makers, shape audience expectations, and ultimately help bridge the cultural gap between India and the rest of the world.

If the partnership yields the engagement and credibility that Variety’s global editions enjoy, it could pave the way for future expansions in other emerging markets, cementing Variety’s status as a truly global authority on entertainment news.

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