India is an “AND” market, where both TV and digital co-exist: Kevin Vaz

Held on February 21 and 22, the two-day FICCI Media & Entertainment Business Conclave (MEBC) – South Connect 2025 – held in Chennai, aimed to serve as a pivotal platform for exploring the future of films, television, OTT, gaming, animation, and digital entertainment, setting the stage for innovation, collaboration, and strategic growth within India’s creative economy.

Key focus areas included the global influence of Indian cinema, the transformation of television and OTT, innovations redefining broadcasting and music consumption, and India’s rise as a powerhouse in gaming, animation, and VFX. Additionally, discussions on Ease of Doing Business (EoDB) in M&E addressed regulatory frameworks and policies, fostering a seamless, growth-driven industry ecosystem.

Kevin Vaz, Chairman, FICCI Media and Entertainment Committee and CEO - Entertainment, JioStar, shared key insights at the Conclave, pointing out, ““The South’s media landscape has evolved from regional to national and now global, exemplified by icons like Mr Kamal Haasan, whose films have broken boundaries for decades. The post-pandemic revival of the box office, driven by films like RRR and KGF-2, and Tamil cinema’s storytelling, continue to shape India’s entertainment sector. As digital media grows rapidly, I believe India is an “AND” market, where both TV and digital co-exist, unlocking immense potential. With upcoming forums like WAVES and continued innovation, India’s media industry is poised to take the global stage.”

He further said, “This trend has only continued in 2024, with the pan-India sensation ‘Pushpa 2’, whose dubbed Hindi version alone accounted for an impressive 20% of all Hindi box office collections. Recent Tamil movies like ‘Mandela’, ‘Kadiaisi Vivasayi’, and ‘Sarpatta Parambarai’ are some examples of rich and compelling story-telling that struck a chord with me.”

Vaz noted, “Television has been key in expanding the reach of South Indian films, with channels like Star Gold, Colors Cineplex and Set Max helping popularise movies from the South. Films like ‘Eega’, ‘Ragada’ and ‘Their’, along with superstars Vijay, Allu Arjun, and Suriya became household names due to the extensive reach and dedication exhibited by TV broadcasters.”

Highlighting the role of television in the digital age, Vaz said, “Television remains a dominant medium in the M&E sector, commanding over 30% of the total M&E market. Its evolution, driven by consumer preferences and technological advancements, has solidified its influence. This is particularly evident in the southern states, where local language content thrives. The success of Southern storytelling highlights the collaboration of local teams, talent and producers whose collaboration facilitates the travelability of content from South to national audiences.”

With this, he said, brands that started as regional advertisers have expanded into national campaigns, growing their media investments exponentially.

He concluded by saying, “As we look ahead, the Indian M&E industry is at a critical inflection point, ready to take the global stage.”