2 hrs ago

India’s Media Firms Shift From Reach Toward Audience Intent

India’s media companies want to do more than attract large audiences.

In the past, they spent heavily on sports rights, big movies and popular shows.

Now they are also investing in artificial intelligence, data and original ideas.

They want viewers to interact, share content and possibly buy things through media platforms.

Indian stories may also reach more people around the world.

Content in many Indian languages is becoming more important.

Companies are testing new formats, including short news dramas for younger viewers.

Success may now mean creating a strong relationship with viewers, not just having the biggest audience.

Executives still agree that good storytelling is the foundation.

Key facts

Industry shift: Companies are moving from maximizing reach toward making content more meaningful, personalized and discoverable.
Growth priorities: Artificial intelligence, data, homegrown intellectual property and regional-language content are major areas of focus.
JioStar strategy: JioStar is considering commerce and gamification alongside advertising and subscriptions.
International opportunity: Executives said Indian content can serve global audiences beyond the Indian diaspora.
Success measures: Reach and completion remain important, while cultural impact and franchise potential are gaining importance.
Regional content: Cricket commentary has expanded from Hindi and English to nearly 20 languages.
Youth formats: NDTV is experimenting with micro-drama formats to present news to Gen Z.

financialexpress.com · 2 hrs ago