India, Oct. 1 -- P rasoon Joshi believes Indian cinema's biggest challenge in an age of endless choice is staying original. Speaking about the future of the industry at FICCI Frames in Mumbai on Tuesday, the noted lyricist and writer, who is also chairman of Prasar Bharati and heads a government-appointed study group on Indian cinema, warned against blindly replicating what has already worked. "By following the herd mentality, what are you getting? Losses," he said. For Joshi, the problem is also the sheer volume of content audiences now consume. Recalling a time when Friday releases were eagerly awaited, he said viewers today have an abundance of choices across films, streaming and short-form content. "Food is so accessible, and people are snacking all day. The same thing is happening in content," he said and added, "People have content indigestion." That overload, he said, makes authenticity even more crucial. "So, what is the option? I think the writing is on the wall," he said, stressing that creators need to tell stories in their own voice rather than chase formulas. Joshi also flagged shrinking attention spans, particularly among younger audiences. Calling the new generation "absolutely bright", he said, adding, "The only thing they are lacking today is patience. attention span is a concern... I think that we need to fight that low attention span."...