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.