WAVES 2025: India’s Bold Step Towards M&E Global Leadership

By Pickle February 20, 2025

Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting, Government of India shares insights on how the World Audio Visual & Entertainment Summit (WAVES) aims to elevate India’s status in the global Media and Entertainment industry, and the strategic initiatives to transform the sector. Pickle chats with Sanjay Jaju

India, with its vibrant cultural heritage and exceptional creative talent, is ready to emerge as a significant force in the Media and Entertainment (M&E) sector. Sanjay Jaju, Secretary, Ministry of Information and Broadcasting, Government of India, is at the forefront of this vision, emphasising India’s holistic strategy for advancing its creative economy.

India is forging a new direction through innovative initiatives such as the Create in India Challenges and focused support for Animation, Visual effects, Gaming, and Comics (AVGC), enhancing economic growth while fostering cultural diplomacy and global storytelling. With over 100 million creators, substantial incentives, streamlined processes, and cutting-edge infrastructure initiatives like the Indian Institute of Creative Technology (IICT) with special focus on AVGC-XR, Sanjay Jaju highlights how India is preparing for a vibrant, globally connected creative economy that extends beyond its frontiers.

WAVES is an eagerly awaited event scheduled for February 2025. What can attendees anticipate from this event, and how does it hold significance for India’s Media and Entertainment (M&E) sector?

The World Audio Visual & Entertainment Summit (WAVES), which is scheduled to take place from May 1st to may 4th, 2025, is an important opportunity to establish India as a global powerhouse in the field of media and entertainment. WAVES will be the first-ever comprehensive industry Summit covering the entire spectrum of the industry ranging from films and broadcasting, social and digital media, rapidly expanding animation, visual effects, gaming, and comics (AVGC) sector, and the futuristic segments in the field of immersive entertainment. Through the purpose of fostering dialogue, collaboration, and innovation, WAVES is designed to bring together industry leaders, technology stakeholders, and professionals working in the media from around the world in order to investigate opportunities, address challenges, and establish meaningful partnerships.

That sounds remarkable. In what ways does this summit support the larger goal of advancing India’s creator economy?

Hon’ble Prime Minister Narendra Modi’s vision for India’s creative economy is one that resonates with innovation, cultural pride, and a spirit of global collaboration. His ‘Make in India for the World’ initiative is more than just a call to bolster manufacturing—it’s a blueprint for making India a global hub for media and entertainment. His focus is on tapping into our vast reservoir of storytelling traditions, leveraging our rich heritage, and combining it with advanced digital capabilities. This vision supports policies that draw in global investment and facilitate meaningful partnerships.

Because of India’s vast pool of creative talent and robust digital infrastructure, the country’s creator economy has been on a remarkable growth trajectory. This growth has been supported by those two factors. WAVES will bring attention to India’s dedication to fostering this talent and providing support to content creators through programs such as the already underway “Create in India Challenge”, and the Indian Institute of Creative Technology being set up in Mumbai. Through the use of India’s diverse cultural narratives and rich heritage, this initiative encourages storytellers from all over the world to utilise India’s rich heritage and create stories that resonate with people all over the world. Through the provision of incentives, the streamlining of processes, and the establishment of cutting-edge production facilities, our objective is to establish an atmosphere that is conducive to the growth of creative ideas.

In terms of creativity and what India brings to the global stage, what factors contribute to India being an appealing destination for international filmmakers and content creators?

India is at a fascinating crossroads, where its history and modernity coexist in perfect harmony, which makes it an exceptionally fertile ground for creative expression. In terms of cultural, geographical, and linguistic diversity, we provide an unparalleled level of diversity. We have a wide variety of landscapes, ranging from peaceful mountains to bustling cities, and each one offer a distinctive setting for the telling of stories.

Additionally, India’s highly skilled workforce, cutting-edge production facilities, and robust infrastructure all contribute to the country’s ability to produce high-quality goods. By offering incentives such as up to forty percent reimbursement on qualifying production expenses and additional bonuses for employing local talent or featuring Indian content, we are able to make India an economically viable and artistically rich location for creators from all over the world.

We’ve rolled out 31 challenges in Season 1 of the Create in India Challenge, further emphasizing our commitment to nurturing creativity. This initiative encourages talent from across the globe to engage with India’s rich culture and share their work on a global platform.

India undoubtedly presents a wealth of opportunities. Could you provide more details about the incentives that bolster the M&E sector?

Absolutely. Our incentive schemes are thorough and crafted to appeal to a wide range of productions, including films, TV series, web shows, and documentaries. We offer reimbursements that can cover as much as $3.6 million USD for each project. Furthermore, these incentives are enhanced by practical support including permitting, logistics assistance, and marketing support. This comprehensive framework seeks to streamline the process for international filmmakers and motivate them to select India as their production hub.

The Film Facilitation Office, currently a one-stop shop for all shooting permissions and incentives across the various Ministries/Departments of the Government of India, and the State/UT Governments, is being developed as the India Cine Hub, providing all resources, including talent, required by filmmakers.

India has the most open and vibrant regulatory environment for the M&E sector, a significant factor in drawing international filmmakers and creators. Our focus on Ease of Doing Business has streamlined processes, making India an attractive destination for global content production. We support this with co-production treaties—16 are currently in effect, with the 17th, with Colombia, awaiting ratification, and more in the pipeline.

In what ways is the government contributing to improve the M&E infrastructure in the country to align with international standards?

The development of top-tier M&E infrastructure is something that we are deeply committed to. In order to accomplish this, investments are made in contemporary studios, post-production facilities, and technologically advanced establishments. The National Centre of Excellence for AVGC-XR, which is scheduled to open in the near future, is an essential component of this strategy. Its primary objective is to provide professionals with the technical expertise necessary to work with cutting-edge technologies such as augmented reality and virtual reality. The establishment of this centre, in conjunction with the forthcoming launch of a National Mission for AVGC-XR, exemplifies our determination to establish a thriving ecosystem that not only cultivates creativity and production excellence but also pushes the boundaries of what is possible.

Significant potential has been demonstrated by the AVGC industry. What kinds of initiatives are currently in place to make the most of its potential?

India’s goal of becoming a global hub for content creation is, without a doubt, dependent on the AVGC sector performing exceptionally well. We have recently announced the launch of the WAVES Anime & Manga Contest (WAM!), which is a component of our ‘Create in India Challenge.’ Among the 31 Challenges announced thus far, 12 pertain to the AVGC-XR sector.

With the help of this competition, local talent will be elevated, and Indian adaptations of popular art forms from around the world, such as manga and anime, will be promoted. By cultivating talent through these competitions and incorporating them into our creative economy, we ensure that our creators are able to reach audiences not only in the United States but also in other countries internationally. Furthermore, there are collaborations and support systems in place to facilitate partnerships between Indian and global players, which will foster a healthy exchange of ideas and skills.

What do you believe provides India with a competitive advantage in the M&E landscape compared to other countries?

The most significant advantage that India possesses is the sheer magnitude of its creative industries as well as its diverse population. When combined with the support provided by the government in the form of policy measures, incentives, and the development of infrastructure, this makes India an attractive option for the production of creative content. We are not simply a nation that takes in content from around the world; rather, we are rapidly becoming a major player in the production of content that is of high quality, culturally rich, and appealing to audiences all over the world. As an additional point of interest, the WAVES Summit itself is a demonstration of our proactive approach to putting India at the forefront of the construction and engineering industry.

Ranging from breath-taking filming locations to the long established culture of storytelling, from the skills of the Indian youth to the rapidly evolving media consumption patterns of the Indian population, India sits in a sweet spot to become the content hub of the world.

What is your vision for the Indian M&E sector’s role in the global economy in the future?

The Indian M&E sector stands as a major player in the global economy, showcasing limitless potential. Through initiatives like WAVES, we are advancing not only content creation but also fostering cultural diplomacy. We strive to integrate Indian stories into the global narrative, utilising soft power and fostering mutual understanding. Inviting the world to collaborate, create, and innovate alongside us opens the door to not only economic advantages but also enhanced cultural connections and a more integrated creative ecosystem.

India’s future in the M&E industry is undoubtedly promising, and the WAVES Summit is set to be a significant event for global stakeholders.

I eagerly anticipate welcoming everyone to India and observing how our combined efforts will influence the future of the global M&E landscape. By fostering an environment that celebrates creative expression and world-class content production, we aim to amplify India’s contribution to the global creative economy while enhancing our cultural diplomacy and soft power.

India Advantage for the World: Key Points