Jayati Bhatia Views Content Creation as a Full-Time Career

MUMBAI — Veteran television and theater personality Jayati Bhatia, currently starring as Sharda Bua in Zee TV’s daily drama Jaane Anjaane Hum Mile, has shared her perspectives on how working actors are increasingly turning to digital platforms like Instagram and YouTube to diversify their income streams and build direct audience relationships.

In an industry where production schedules fluctuate and project lulls are common, Bhatia highlighted that social media vlogging and digital content creation provide actors with both creative autonomy and financial resilience.

Bridging the Gap Between Screen Characters and Real Personalities

Speaking on the shift toward self-produced digital media, Bhatia noted that social platforms allow audiences to connect with actors beyond their scripted television roles. Through behind-the-scenes footage, personal lifestyle updates, and artistic insights, performers can establish authentic brands independent of broadcast networks.

"A lot of actors today are leveraging Instagram and YouTube by sharing vlogs, behind-the-scenes moments from shoots, and glimpses of their personal lives, be it travel, food, or fashion," Bhatia observed. "I think it’s a great way for audiences to know the real person behind the character."

Bhatia herself has ventured into digital publishing with her personal YouTube channel, Chatpuri Chaiti, where she experiments with non-scripted content formats outside her traditional acting roles.

"I, too, have a YouTube vlog called Chatpuri Chaiti, and it’s been a lot of fun doing something different from acting," she added. "I’m still learning the social media space, but I’d love to create more mini vlogs on Instagram, whether it’s about my day, acting tips, or sharing insights that could help aspiring actors understand the entertainment industry better."

Industry Standards, Professional Etiquette, and Digital Workload

Drawing from her extensive career across stage and screen, Bhatia emphasized the need for mentorship regarding professional ethics, etiquette, and realistic expectations for newcomers entering the entertainment sector. While acknowledging that digital monetization serves as an effective buffer between acting assignments, she cautioned that maintaining an active digital presence requires significant labor and discipline.

"I truly admire people who have successfully leveraged Instagram and YouTube. They’ve understood the power of digital media, and besides being an additional source of income, content creation keeps you productive even when you’re between projects," Bhatia explained.

"That said, creating original content consistently is not easy—it’s a full-time job that demands creativity and discipline. With my hectic shooting schedule, consistency is the biggest challenge for me. Hats off to everyone who does it so well."

Context: Television Roles and Broadcast Profile

Bhatia's observations come amid a broader movement across the Indian entertainment ecosystem, where broadcast actors are leveraging short-form video formats and influencer marketing to secure multi-stream revenue models.

Her current television project, Jaane Anjaane Hum Mile, airs on Zee TV. The series centers on the evolving relationship between two individuals from contrasting socio-economic backgrounds who are brought together by unforeseen circumstances, examining how traditional family dynamics intersect with modern choices.