Sudhir Mishra isn't shying away form changing with the times. He knows that even if his film is set in contemporary times (be it is the Arjun-Chitrangda starrer or 'Dhruv') or has a period setting to it ('The Nawab The Nautch Girl & The John's Company'), he would have to battle competition from the small screen as well due to abundance of software available there.

"The challenge is not just from films being made by the peers but also from television," he reasons, "In the age of TV growing so huge and the biggest of stars addressing you right in your living room, what does a film maker do to attract audience attention to the big screen? One has to be cognizant about this fact."

No wonder, one can well sense Mishra to be going all out for his next with Arjun Rampal and Chitrangda Singh in principle roles. Based on the issue of sexual exploitation at workplace, it would go on floors this summer. Meanwhile Mishra is happy with the fact that audience is willing to listen stories in a different format as long as they are entertainingly told.

"We can now see that Indian audience is open to new and good stories as long as they are told in a fresh format," says Mishra who has been around for a quarter of a century and still adopting newer techniques of story telling film after film, "The prime audience today comprise of youngsters and one has to cater to this market."

Continuing in the same vein, he adds, "I have to make cinema which grapples you, influences you and creates an imagery which is interesting enough for you to step into theaters. Of course I don't shy away from admitting that I am still learning. It is necessary to survive, isn't it?"