Nair has no desire to go direct to consumers despite his background in broadcasting: before Applause he was best known as the Star India exec who ordered and oversaw the mega-popular Indian remake of Who Wants to Be a Millionaire? (known locally as Kaun Banega Crorepati) and was CEO of Turner General Entertainment Networks India after selling the channel he founded, Imagine, to Turner in 2007. Instead, he is focused on establishing Applause as a top gun-for-hire for streamers in India, a market where major studios such as Yash Raj Films and Eros International are well established and have themselves launched streaming platforms.