In the fast-moving universe of OTT and digital storytelling, Pep Figueirêdo is a name synonymous with reinvention, foresight, and creative courage. As COO of PDPL India, and a pioneer of digital content in India, Pep has spent over two decades shaping how stories are created, distributed, and consumed — long before “OTT” became a buzzword.
This Koffee Conversation peels back the layers of a professional who has worn many hats: director, content strategist, Emmy Awards jury member, and digital disruptor. From YouTube’s earliest days to leading innovation at platforms like Sony LIV, Pep’s journey reflects a rare blend of creative instinct and analytical depth — redefining entertainment for evolving audiences.
Pep’s fascination with media began not from legacy, but curiosity. Coming from a family of sportsmen, he was drawn to what happened behind the camera rather than in front of it. During media school, a chance introduction to YouTube in 2006 sparked a career-defining shift — creating content, experimenting with formats, and monetising views when digital storytelling in India was still nascent.
His career evolved alongside technology itself — from horizontal to vertical video, from television to OTT, and from content creation to content strategy. At Sony LIV, Pep helped pioneer India’s first vertical video campaigns and immersive experiences using VR and 360-degree storytelling. Today, his work focuses on future-ready publishing technologies, creator ecosystems, and AI-driven personalization — always staying ahead of the curve, never chasing it.
Key Highlights of the Koffee Conversation with Pep Figueirêdo:
- One of India’s earliest digital content creators, starting on YouTube in 2006.
- Believes fascination with process, not fame, drives sustainable creative careers.
- Played a key role in India’s early vertical video experiments on Sony LIV.
- Used Amitabh Bachchan’s content as one of the first vertical video pilots in India.
- Explored VR and 360-degree storytelling through music and set-based experiences.
- Sees attention span, not technology, as the biggest challenge in digital content.
- Explains why OTT audiences are no longer captive but highly selective.
- Uses 18+ years of analytics to guide content, genre, and audience targeting.
- Believes AI will personalize content consumption at an unprecedented scale.
- Strong advocate of local storytelling for global audiences.
- Warns creators against forced shock value, nudity, or abuse in OTT content.
- Says good stories, not big budgets, are the real sustainability lever.
- Credits skeleton crews and lean production for cost-efficient creativity.
- Values humility, teamwork, and respect across all creative hierarchies.
- Advises young creators to stay lifelong students of cinema and storytelling.
🎥 Watch the full Koffee Conversation with Pep Figueirêdo on YouTube — a masterclass on OTT evolution, digital storytelling, audience psychology, and building a future-ready creative career in the age of AI.
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