New Delhi, Aug. 3 -- JioStar, the media and entertainment arm of Reliance Industries Ltd (RIL), says it is deliberately backing stories that extend beyond India's major metros to resonate with audiences across diverse sub-cultures and economic segments, acknowledging that a one-size-fits-all approach does not work in a country of this scale.

A senior executive said the company is taking a selective, considered approach to greenlighting content across films (Star Studio18), linear television (including general entertainment channels like Colors and Star Plus) and streaming (JioHotstar), with a strong focus on profitability as viewers turn increasingly screen-agnostic and the lines between TV and OTT continue to blur.

"A higher level of t...