Steering India’s Media and Entertainment Future

By Pickle October 6, 2025

Kevin Vaz, CEO of Entertainment at JioStar, brings nearly 30 years of experience shaping India’s vibrant media landscape. He outlines strategic priorities to unify the creative ecosystem, drive innovation and digital transformation, and strengthen policy advocacy. He highlights India’s rise toward becoming the world’s third-largest media market by 2028. Kevin Vaz Chats with Pickle

As a business leader, you wear four hats—CEO of JioStar Entertainment Business, Chairman of FICCI Media and Entertainment Committee, President of the Indian Broadcasting & Digital Foundation (IBDF), and President of the Indian Digital Media Industry Foundation (IDMIF). Having spent nearly three decades in media and entertainment, what are your immediate priorities, and where is the Indian M&E industry heading towards?

The Indian M&E industry is at a fascinating inflection point. The opportunity is immense and untapped to a large extent—from television and digital to cinema and music to gaming, animation, and live entertainment, India is seeing a surge of creativity and consumption across all segments.

The sector is worth ₹2.5 trillion (about USD 29 billion) and contributes around 0.7 percent of GDP. My immediate priority is to make sure that the creative value chain works as a cohesive unit to increase the industry’s contribution to GDP and meet the expectation that we will become the world’s third largest M&E market by 2028. Driving policy advocacy, fostering innovation, and accelerating digital transformation with better measurement, transparency, and monetization frameworks are other key focus areas.

India’s media and entertainment sector aims to become the world’s third-largest market by 2028 through innovation and policy advocacy

Having spent nearly three decades in this space, what excites me most is that India’s cultural output is no longer just shaping narratives domestically but also resonating globally. The future of Indian media and entertainment will be defined by a blend of traditional strength, digital innovation, and the rise of allied segments—from film and music to gaming and live experiences—with the ambition of making India the storytelling capital of the world.

As FICCI FRAMES marks 25 years, what key moments do you think have shaped the Indian media and entertainment ecosystem?

To begin with, it is important to acknowledge and recall the remarkable work of my legendary predecessors, Mr. Yash Chopra and Mr. Uday Shankar, who have played an integral role in FICCI and in shaping the Indian M&E industry. I would also like to extend a special thanks to Ms. Leena Jaisani, Deputy Secretary General, who has been associated with FICCI for over 25 years.

Over the past 25 years, FICCI FRAMES has not only chronicled but also shaped the evolution of Indian media and entertainment—from the early days of satellite television to the digital revolution we are living through today. The initial years of this journey saw television becoming an integral part of every household’s family experience, and over time, the industry has transformed from terrestrial TV to pay TV and now to the OTT revolution across both audio and video streaming platforms.

The coexistence of TV and digital platforms in India creates unique opportunities to serve diverse consumer preferences simultaneously

On the policy and regulatory front, the FICCI M&E Committee has been instrumental in securing industry status for M&E in 1998, driving the implementation of the Digital Addressable System (DAS) in 2010, reviewing and reforming the TRP system, enabling self-regulatory bodies for television content, and shaping uplinking and downlinking guidelines in 2005, 2011, and 2022. More recently, the launch of the National AVGC policy in 2022 reflects how new sectors are being nurtured for global competitiveness.

Equally significant are cultural and commercial milestones, from Indian cinema traveling to international markets to the launch of the Indian Premier League, which continues to be the blueprint for sports monetization and fan engagement. Today, as technologies like AVGC-XR and AI begin to permeate the creative value chain, we stand at the cusp of yet another wave of transformation.

This Silver Jubilee year highlights India’s extraordinary trajectory, and we are on course to become the world’s third-largest M&E market by 2028. FRAMES has been both a mirror to this transformation and an enabler of it, ensuring that India’s media and entertainment industry remains at the forefront of cultural and economic growth.

Navigating M&E industry verticals, what’s your vision to empower the industry during this iconic Silver Jubilee moment?

We have reached a stage where we can meet the entertainment appetite of our audiences, but consumer preferences are evolving rapidly. A young commuter may want to binge an entire series on a train journey, while a family still gathers every evening to watch their favorite soap opera in a language of their choice. Our vision must be to serve both with agility, innovation and inclusivity.

Regional content is emerging as a powerful global export, deepening engagement and showcasing India’s cultural identity worldwide

So, the strategy ahead is simple yet powerful: work together to grow viewership and engagement across every screen—TV, digital, and connected TV. This Silver Jubilee moment is about reaffirming our commitment to telling stories that reach wider, resonate deeper, and strengthen India’s leadership in global entertainment.

India is currently battling a lot of economic pressures in the new world order, and how do you think the media and entertainment industry can give an impetus through its soft power?

India is navigating economic pressures in the new world order, and I believe the media and entertainment industry can be a force multiplier for India’s soft power. My vision is to use the Silver Jubilee of FRAMES as a launchpad for India’s march towards becoming a $100 billion industry by 2030—by unlocking the sector’s potential, pushing for regulatory reforms to make India the Content Hub of the World, and embracing emerging technologies like AI.

We must draw strength from our deep-rooted storytelling culture, which is now capturing global imagination, as witnessed in RRR’s Oscar-winning triumph and Payal Kapadia’s All We Imagine As Light winning at Cannes. Alongside creativity, India’s role as a production hub for films from Avatar to Avengers showcases our global contribution.

AI will transform creativity and production workflows but must be guided by ethical standards and copyright protection

As we move forward, co-productions, collaborations, and cultural exchanges will ensure Indian stories continue to travel and resonate. Through this blend of creativity and capability, our industry can not only drive economic growth but also amplify India’s influence on the world stage.

What are the top three trends — that will define India’s media and entertainment sector by 2030?

The future of India’s media and entertainment sector will be defined by three broad trends:

First, the rise of the “AND” consumer. India will remain one of the few markets where television continues to thrive alongside digital. The fundamentals of linear TV remain strong, where 97% of original content is still created for television, and the co-viewing culture continues to be at the heart of Indian homes. At the same time, digital platforms are reshaping preferences with personalized, interactive, and immersive experiences, enabling everything from binge-watching to discovering global cinema at affordable rates. This coexistence of TV and digital is unique to India and will endure.

Strengthening IP enforcement, especially against piracy, is crucial to unlocking growth in India’s media and entertainment industry

Second, the rise of regional content. Regional storytelling is deepening engagement within India and emerging as a powerful global export. From blockbuster hits to streaming originals, regional content is carrying India’s cultural identity abroad, reinforcing our soft power, and contributing to the globalization of Indian creativity.

Third, technology-led transformation. AI diffusion across M&E supply chains will not only boost productivity but also spark a long conversation on what creativity means in an AI-enabled world. Alongside AI, advances in CTV, FAST channels, live commerce, new monetization models, and better measurement tools will fundamentally redefine how audiences consume and engage with content.

I strongly believe Indian consumers are uniquely positioned—spoiled for choice with the world’s most affordable access to both TV and digital content, supported by world-class digital infrastructure and rising disposable incomes. With policymakers and stakeholders working in tandem to unlock opportunities, India’s M&E sector is poised to become a global player and is well on course to be a $100 billion industry by 2030.

How do we prepare to become a $100 bn industry by 2030?

To reach the $100 billion mark by 2030, we need to focus on a few critical levers. First, unlocking advertising growth by ensuring premium content creators get their fair share across both TV and digital and evolving measurement systems to capture true value. Second, accelerating monetization through innovative models from AVOD and SVOD hybrids to live events, gaming, and commerce-led entertainment. Third, investing deeply in talent and technology, because the future will be shaped by skilled creators and cutting-edge distribution platforms. Equally important will be expanding exports and cultural influence. Indian films, series, animation, and gaming IP can travel much further, building India’s presence as a creative economy. And none of this can happen without close collaboration between industry and government. The recent GST clarity, which supported festive ad spends, is an example of how policy alignment can unlock scale. With the right frameworks in place, India has every opportunity to scale sustainably and position itself as one of the top three media and entertainment markets in the world by 2030.

If you had to pick one policy reform or initiative that could unlock the next phase of growth for Indian media, what would it be?

If I had to pick one policy reform to unlock the next phase of growth for Indian media, it would be better IP enforcement at the last mile—whether it’s piracy operations originating in rural areas or commercial establishments using TV and digital content without authorization. Even in urban centers, IP infringement is widespread, but the burden of enforcement often falls on creators. A stronger, consistent enforcement regime would act as a deterrent and encourage licensees to obtain proper permissions.

I welcome the recent announcement by the Ministry of Information & Broadcasting (MIB) on forming a dedicated task force to combat film piracy, which aims to curb annual losses of around ₹22,400 crore and strengthen the creative economy. I urge the Ministry to extend the task force’s mandate to cover piracy in both TV and OTT verticals. This central task force should include senior officers from MIB, DPIIT (Copyright), DOT, and MeitY—similar to the Inter-Departmental Committee (IDC) for content regulation—to ensure robust enforcement mechanisms down to the state and district levels.

How effective are current regulations in balancing consumer protection, creativity, and innovation, especially as the lines blur between broadcasters, creators, and tech platforms?

Current regulations provide adequate consumer protection, but we should also focus on consumer welfare beyond just safety, ensuring audiences have maximum choice in terms of distribution mode, content format, and where they want to watch.

JioStar supports independent creators by fostering collaboration, monetization, and innovation to redefine India’s storytelling landscape

When it comes to creativity and innovation, regulators need to examine monetization pipelines closely and remove bottlenecks that could stifle growth. As the lines blur between broadcasters, creators, and tech platforms, the goal should be a regulatory framework that enables experimentation, fair monetization, and access while maintaining accountability and transparency.

What are the biggest roadblocks to India’s media and entertainment sector realizing its full potential, and what’s your advice as an industry leader to policymakers on addressing these?

The broadcasting and OTT industries are central to the growth of India’s media and entertainment sector. The need of the hour is for regulators to adopt a light-touch approach with forbearance. The industry is highly competitive and operates as a double-sided market, relying on both subscription and advertising revenue. No broadcaster will price a channel beyond the reach of subscribers, as this would hurt both viewership and advertising income.

A regulatory framework based on forbearance ensures orderly growth of the sector while protecting consumer interests, addressing potential concerns about anti-competitive practices without stifling innovation or market dynamics.

What is your view on AI’s impact on the Media & Entertainment industry? As an industry, what should be the priority for responsible AI?

AI has the power to transform the industry by improving personalization and interactivity, enabling efficient dubbing, and enhancing production workflows. But Responsible AI must be anchored in copyright protection, misinformation safeguards, and ethical standards, as innovation cannot come at the cost of trust. Some use cases like deepfakes are deeply concerning, but the same technology can transform production if done with consent and licensing.

You’ve often described India as an “AND” market—TV AND digital, not TV OR digital. How do you see this evolving going forward in the Indian media and entertainment landscape?

The ability to embrace tradition and innovation simultaneously makes our ecosystem unique, and India will continue to embrace both. Television continues to expand, with households projected to grow from 190 million in 2024 to 214 million by 2026. At the same time, digital platforms are scaling at unprecedented speed.

The Indian M&E industry must invest in talent development across smaller towns to nurture future creative waves

Content consumption is fluid today, and people move seamlessly across screens. At home, audiences may prefer TV or Connected TV, but on the go, they seamlessly switch to their mobile devices. This coexistence will continue, and the opportunity lies in serving consumers across platforms at their convenience. With TV and OTT together, this hybrid model is India’s strength. It’s why the country is on track to become the third-largest media and entertainment market globally by 2028. We want the best of all worlds, and India’s consumers are showing that they want the same.

Iconic shows like Kyunki Saas Bhi Kabhi Bahu Thi are being relaunched alongside new-age thrillers like Special Ops. How do you balance nostalgia with fresh storytelling, and what’s your playbook for keeping content relevant across generations?

Kyunki Saas Bhi Kabhi Bahu Thi is more than just a television show; it’s a cultural landmark that shaped and reflected the values of an entire generation. In today’s fragmented content landscape, the decision to bring it back in 2025 was driven by the desire to complete an unfinished story in a way that resonates with contemporary audiences.

This revival isn’t about recreating the past; it’s about reimagining a beloved story with a fresh lens and addressing today’s social dynamics, generational conflicts, and evolving family structures. While shows like Special Ops demonstrate how compelling storytelling can captivate modern viewers, Kyunki blends that narrative rigor with nostalgia, connecting emotionally with audiences while remaining relevant to today’s world.

Beyond cricket, what other genres or formats will drive the next wave of monetization and audience growth?

Beyond cricket, the next wave of monetization and audience growth will be driven by a mix of premium sports, unscripted entertainment, and regional storytelling across languages. Live sports like football, kabaddi, and tennis continue to attract scale and engagement, while unscripted formats—reality, talent shows, and game shows—drive high viewer interaction and brand integration opportunities. At the same time, regional films, series, and originals are unlocking new markets and audiences, making diverse content the key engine for growth across both digital and linear platforms.

Regional programming—from Bigg Boss in multiple languages to record-breaking Tamil and Malayalam content—has been central to your leadership. What’s next for regional content, and how do you see it shaping India’s entertainment landscape, both domestically and globally? Your leadership roots stem from successfully navigating regional channels in Star India?

Regional programming has been a cornerstone of our strategy right from Bigg Boss in multiple languages to record-breaking Tamil and Malayalam content. The next phase is about further deepening our investment in regional storytelling, exploring diverse genres, and creating premium originals that resonate locally while having the potential to travel globally.

Celebrating 25 years, FICCI FRAMES has mirrored and shaped India’s journey from satellite TV to the OTT revolution

Regional content is no longer niche; it is shaping India’s entertainment landscape by driving scale, engagement, and cultural relevance. Having successfully navigated regional channels at Star India, I see enormous opportunity to continue expanding the reach and influence of Indian stories, both domestically and on the global stage.

With regional storytelling gaining global attention, how do you see India exporting content to international markets? Do you see a tipping point where Indian Originals (films and series) achieve the kind of global breakout success that Korean content has enjoyed?

Indian regional storytelling has immense potential to achieve the kind of global breakout success that Korean content has enjoyed. 2024 was a breakthrough year with India’s recognition at Cannes and the Oscars, and Southern cinema showcasing world-class storytelling. With strategic investments in production values, marketing, global distribution, and creative focus on authenticity, Indian Originals can find universal appeal while staying rooted in our culture. Regional storytelling is India’s strength; it carries cultural authenticity and diversity, and when presented on global platforms, it becomes India’s most powerful export.

The rise of the creator economy is reshaping the industry. How is JioStar partnering with and empowering independent creators in this new era?

The creator economy is opening doors to fresh voices and perspectives. At JioStar, we are actively lowering the walls that traditionally separated independent creators from mainstream platforms, building pathways for them to collaborate with us, reach larger audiences, and monetize their creativity. By fostering trust, taking creative risks, and providing support, we aim to empower creators to contribute meaningfully to the broader content ecosystem and redefine storytelling in India.

What industry changes must we make to nurture talent pipelines across smaller markets?

We need structured talent development programs across smaller towns and cities. India’s next wave of creativity will not only come from metros but also from tier-2 and tier-3 markets. Building training institutes, mentorship programs, and industry-academia collaborations will be critical.

Lastly, as a business leader leading JioStar, you keep millions of viewers engaged 24/7? How do you unwind? What do you watch or read…

When you truly enjoy your work, it doesn’t feel like work at all. That said, I make it a point to spend quality time with my family, whether it’s watching TV or a good movie together. I also have two dogs who are my biggest de-stressors, and on weekends I enjoy going for a run to recharge and clear my mind.