Ministry of Information and Broadcasting is committed to steer digital media transformation in India

The next segment of the Storyboard18 DNPA Conclave 2025 shifted focus to India, where AI is transforming the media and entertainment landscape—reshaping content creation, distribution, and audience engagement. While the industry has embraced AI, it also faces challenges such as algorithmic bias, misinformation, and fair revenue distribution. To tackle these issues, the government is striving to build a balanced ecosystem that promotes innovation while ensuring fairness and transparency. Joining the discussion virtually was Shri Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, Government of India.

Mr. Jaju highlighted the rapid transformation of India’s media and entertainment industry, which witnessed an 8% growth in 2023, reaching nearly $28 billion, with digital media alone growing by 15%. He emphasized India’s rise as a global hub for creativity and technology, pointing to advances in gaming and visual effects, including contributions by Indian studios to projects like Avatar: The Way of Water and Raji: An Ancient Epic. From predictive recommendations to AI-driven video editing and real-time audio insights, he underscored India’s evolution into a dynamic digital economy—one that empowers creators, fosters innovation, and amplifies the country’s cultural influence on the global stage.

When discussing India’s digital transformation in the media and entertainment industry, it would be remiss not to mention the rise of OTT platforms. Mr. Jaju shared that regional content now accounts for nearly 50% of the nation's viewership. Popular productions like The Family Man and Ponniyin Selvan have played a crucial role in this trend by transcending cultural and language barriers. However, as Mr. Jaju noted, this growth isn't confined to Indian audiences alone—platforms such as HoiChoi and Aha are now taking Indian regional content to global viewers.

He also emphasized how big data analytics is enabling marketers to expand their reach and build stronger audience connections through personalized advertising. Mr. Jaju further praised India’s Creator Economy, describing it as a powerful blend of creativity and commerce. Importantly, India has nurtured an environment where content creators from Tier-II and Tier-III cities are emerging as influential voices. From gaming influencers to digital entrepreneurs and storytellers, these creators are innovating, reaching global audiences, and unlocking new business opportunities.

He also noted that the Government recognises these efforts, and as such has launched the “Create in India” challenge,where the finalists will showcase their talent at the World Audio-Visual and Entertainment Summit (WAVES 2025), a global platform to showcase India’s creative
economy and foster international collaborations. This event, as envisioned by our Honourable Prime Minister, will see:

Policymakers coming together to shape industry regulations

Workshops and networking opportunities for emerging talent

Industry leaders discussing trends and opportunities with the Prime Minister.

Bharat Pavilion that will showcase the nation’s technological advancements and content innovation

W-Bazar, a first-of-its-kind marketplace for B2B collaborators; and Wave X Accelerator, a startup incubation hub where investors can connect with innovators

He shared the exciting news of the government approving the Indian Institute of Creative Technologies—an institute dedicated to skill development, research, and innovation in animation, VFX, gaming, and XR. With state-of-the-art infrastructure, an industry-driven curriculum, and strategic partnerships, it aims to cultivate world-class talent andstrengthen India’s leadership in the global creative economy.

While recognizing AI’s role in the M&E industry’s growth, Mr. Jaju also addressed key challenges, particularly misinformation and clickbait journalism, where the rush to break news compromises reporting. AI-driven search recommendations further amplify sensational content. He stressed that digital intermediaries, protected by the IT Act’s Safe Harbor provisions, must take responsibility for curbing misinformation. Another concern is the decline of quality journalism due to the lack of a fair compensation system, worsened by copyright ambiguities as AI models fail to credit original creators.

Looking ahead, Mr. Jaju noted that India is closely monitoring global regulations requiring digital platforms to share revenue with news publishers. He emphasized the need for a transparent revenue-sharing system to ensure journalism remains sustainable while upholding its integrity.

He concluded by emphasizing that innovation must be met with responsibility. The Ministry of Information and Broadcasting is dedicated to fostering an ecosystem where creativity, commerce, and credibility thrive together. Through policy reforms, technological advancements, and industry collaborations, India aims to build a sustainable, inclusive, and globally competitive digital media landscape—one that fuels economic growth while upholding responsible journalism and creative excellence.