Singapore – Dinesh Ratnam has announced his return to iQIYI with his new role as senior managing director for Indonesia, Malaysia, and Singapore.
Dinesh was previously with iQIYI for more than three years, from 2020 to 2023, where he oversaw the company’s early expansion in Southeast Asia. After stepping away to explore new opportunities, he most recently served as managing director for Singapore and Malaysia at Warner Music Group before rejoining iQIYI.
Building from a stronger base
Speaking exclusively to MARKETECH APAC, Dinesh reflected on his comeback to iQIYI, describing this new chapter as a chance to build on the foundations laid during his first stint with the company.
“What excites me most is the chance to build again—this time from an even stronger base,” he shared. “When I was previously at iQIYI, we were still laying the foundation in the formative years of our Southeast Asian expansion—educating the market, building brand trust, and localising the platform. Now, we’re entering a new phase where audiences are much more familiar with the platform and the category. That opens up space to take even bigger creative and commercial swings.”
Part of his new mandate is Indonesia, which Dinesh says is a particularly exciting addition to his scope. “It’s dynamic, youthful, and culturally rich—with a huge appetite for both local and regional content. It’s a high-growth market where we have room to scale quickly and where local partnerships and original productions can really move the needle.”
“I see it as a market where we can plant new creative flags and continue to expand iQIYI’s reach and engagement in Southeast Asia,” he added.
Dinesh also noted how the broader landscape has evolved significantly. “Viewers in Indonesia, Malaysia, and Singapore are increasingly sophisticated – they’re just as likely to binge a Chinese costume drama, a Korean thriller, or a locally produced romance, often within the same week. And they want stories that speak to them, surprise them, and/or reflect where they’re from – the bar for quality and differentiation is higher than ever. There’s more competition, sure, but also more opportunity to collaborate and experiment.”
Strategic priorities in Southeast Asia
For Dinesh, the focus now is on sustainable growth. “Our top priorities are about growing with intention—not just chasing scale, but building sustainable relevance in each market,” he said.
He outlined three key pillars guiding his strategy:
- Deepening local engagement through content that reflects the stories, humour, and social dynamics of each country. This means investing in original productions that feel rooted and relatable, while also showcasing the quality and storytelling that iQIYI is known for.
- Strengthening distribution and access by working closely with telcos, digital wallets, and other ecosystem partners to make iQIYI more easily accessible, discoverable, and valuable across price points.
- Building cultural and brand visibility anchored around flagship Chinese content. Beyond ads or launches, this means showing up in moments that matter to audiences and creating opportunities for deeper engagement and interaction.
“Our iQIYI Starship programme is a great example of that, where we plan to bring Chinese artists over to Southeast Asia to engage with their fans in the region. Over the last couple of years, we have started bringing artists over to Thailand, Malaysia, Singapore, and Indonesia, and we plan to accelerate this further,” Dinesh shared.
He also highlighted the need to tailor strategies for each market. “Indonesia is about rapid expansion and content creation; Malaysia is about reinforcing brand leadership; Singapore is about growing share through smart positioning and premium experiences.”
Investing in content and local storytelling
Dinesh emphasised that while Chinese content remains iQIYI’s natural strength, local productions are key to long-term growth.
“Chinese content is our natural strength and continues to be a core anchor of the platform. It brings scale, consistency, and strong fan loyalty,” he explained. “But our ambition is to be the home of beloved Asian entertainment, and to do that, we need to also invest meaningfully in local storytelling.”
Having seen first-hand the impact of local productions in building emotional connection, cultural relevance, and long-term loyalty, Dinesh said original content is a top priority. “[It’s] not just for stickiness and brand love, but also to attract new audiences who may not have engaged with us before.”
“We’re looking to work with the right creative partners, tell stories that reflect real human truths in each market, and do it at a level of quality that earns attention locally and across the region,” he added.
Partnerships and leadership vision
Partnerships, according to Dinesh, remain central to iQIYI’s regional growth. “We’re looking to expand in four key areas: telcos and payment channels, production houses and creative studios, consumer brands and cultural platforms, and influencers and community builders. Ultimately, the best partnerships are those where both sides grow—not just in numbers, but in cultural presence and trust.”
On leadership, he reflected on his cross-industry experience. “I’ve learnt that leadership in this region is about adapting swiftly and openly, without losing clarity. You can’t lead teams across multiple countries with a one-size-fits-all playbook – but you also can’t be so fragmented that you lose momentum.”
He continued, “My experience across streaming, tech, and music taught me to listen first, act fast when needed, and stay focused on what truly moves the needle – whether that’s creative, commercial, or team morale. I try to create space for different working styles and cultural lenses, while pushing toward a shared goal.”
Ultimately, Dinesh said, “My role is to bring clarity of purpose, help teams connect the dots between local insights and broader strategy, and ensure we’re growing not just as a business, but as a team that takes pride in creating meaningful, culturally resonant work.”
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