Adapting to the Times: Samir Soni on Navigating Changing Audiences and Formats

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Veteran actor Samir Soni has been making a comeback to the screen after a two-year hiatus. His new show on vertical storytelling is a prime example of the shifting landscape in the entertainment industry. According to Soni, the decline in audience attention span has been a driving force behind the evolution of formats. 'We've moved from feature films to television, web series, and now vertical storytelling. It's a natural progression, driven by the way people consume content,' he explains. Soni believes that the industry must adapt to the changing tastes of the audience. With people spending more time on their phones than anywhere else, he says, 'It's simply evolution – you can't resist it. As an actor, you have to keep growing, and sticking to one medium has never helped anyone.' The 55-year-old actor, who has been part of shows like Made in Heaven and Fabulous Lives of Bollywood Wives, emphasizes the importance of focusing on the art of acting rather than the medium. 'I'm an actor, and I enjoy acting and portraying interesting characters. The platform has never been an issue for me,' he says. Soni acknowledges that the industry has often struggled to define his niche, but he's finally getting roles that reflect his age and experience. He credits his ability to choose projects that excite him for his longevity in the industry. 'Acting is a creative process; the role has to resonate with me. If it doesn't work for me creatively, I won't do it,' he says. Reflecting on his career, Soni admits that the industry hasn't utilized his full potential, but he chooses to focus on the positive. 'It hasn't, and that's a fact. But when a senior journalist calls me one of the most natural actors or says I never got my due, it means a lot to me,' he says. Soni's current project, Chhupa Rustom Billionaire, is a new format that he's excited about. 'It's relatively new here, and while it's growing, we don't know how audiences will respond. Hopefully, their response will help us better understand the production rhythm,' he says. Ultimately, Soni believes that the key to success in the industry is to adapt to what audiences want. 'At the core, it's still storytelling, and you have to adapt to what audiences want – and it's they who hold the most power,' he concludes.