India will become the third-largest M&E market globally by 2028: Kevin Vaz

FICCI Frames 2025 commenced with an impactful opening address by Kevin Vaz, Chairman of FICCI's Media and Entertainment Committee and CEO – Entertainment at JioStar, setting the stage for discussions on the dynamic Indian Media and Entertainment (M&E) landscape. The event featured the launch of the FICCI EY M&E Report 2025, which reinforces India's unique "AND" market, where television and digital platforms thrive in tandem.

Kevin Vaz emphasized the significant strides made by the Indian M&E industry, noting its growing global recognition. "From global recognition at Cannes and the Oscars to our rise as a VFX powerhouse, India is firmly on the world stage," Vaz stated, highlighting the industry's increasing international influence.

A key focus of Vaz's address was the concept of India's "AND" market. He stressed that unlike other markets where television and digital are seen as competing forces, India experiences simultaneous growth in both sectors. "We are not an 'OR' market but an 'AND' market—television and digital media are thriving together," he explained.

The FICCI EY M&E Report 2025 supports this assertion, projecting continued growth for both television households and digital platform viewership. The report also highlights the significant role of sports, particularly the IPL, in driving content consumption across both platforms.

"With IPL 2025 underway in full fervor, it will be exciting to see how it reaches new heights and breaks records across both TV and digital platforms once again," Vaz predicted.  

Looking ahead, Vaz expressed optimism about the future of the Indian M&E industry, predicting India will become the third-largest M&E market globally by 2028. He also noted that while OTT is a rising power, television remains a strong foundation of the industry.  

The event also included the Best Animated Frames (BAF) Awards, and set the stage for further industry discussions. The opening address by Kevin Vaz, combined with the release of the FICCI EY M&E Report 2025, provided a comprehensive overview of the current state and future trajectory of India's M&E sector.