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Content remains king in The Future of Video in India
Mumbai: The Asia Video Industry Association’s (AVIA) Future of Video India conference opened to a full house with a keynote conversation with Ministry of Information and Broadcasting (MIB) secretary Apurva Chandra. Chandra stated that with OTT, Indian content has become more accessible and more acceptable to a global audience. “Quality of content has always been very good in India, but now it is easier for Indian content to travel across the world. OTT has helped it in a big way,” said Chandra. He also reiterated the need for OTT to continue with a soft touch approach, as the three tier self regulatory system has been working well. While there were concerns that light touch regulation has led to less desirable content, he remained of the view that the industry needed to be more self-aware so that the government need not step in. Chandra also shared that a National Broadcasting Policy has been in the works, as the industry was becoming more fragmented. However, this would take time in order to balance the conflicting interests of all the disparate parties.
With the explosive growth of OTT and original content in India, the MIB also remained committed to the fight against piracy. “The new Cinematograph Bill that is underway seeks to protect the entertainment industry from piracy. We are ready to take action against not only those who record the content illegally, but even those who are transmitting it online. The websites which stream pirated content will be blocked,” said Chandra.
This focus on content was a theme that followed throughout the conference. Prime Video India country director Sushant Sreeram talked about the importance of authenticity in a market as diverse as India. “By being locally authentic, it provides the best opportunity for regional and global success,” noted Sreeram. India also maintained the second largest development slate after North America, signalling Prime Video’s commitment to the market.
Similarly, Disney+ Hotstar India head Sajith Sivanandan said, “We are building for all India. There is no one India, there are many Indians and it is important that we speak to all of them.” However, much greater interactivity with the content was on his wishlist for the future, as well as the ability to serve the masses but at a scale of one. “Creative and technology should be working together to serve every single person to get the content they want,” he added.
Meeting the digital consumers’ demand was also part of the vision for Viacom18. “We have a digital-first mindset for the foreseeable future. We want to back the digital India vision and put our might behind it,” said Viacom18 CEO Jyoti Deshpande with most of the money spent on content going to digital and not TV. “All formats will co-exist for the foreseeable future. The consumer should be free to interact with content the way they please,” added Deshpande. Applause Entertainment managing director Sameer Nair also noted that ‘streamers have done a great service to the content industry, making content more easily available to consumers.’ “We are in the business of creating mass-distraction,” quipped Nair.
MIB Joint Secretary (policy & administration) Vikram Sahay, who participated in a content panel with some of the industry’s top content leaders, also said that the best thing about OTT was the democratisation of talent. “The greatest thing is the democratisation of talent which this industry has allowed across all parts of the creative content chain,” said Sahay.
However, the jury is still out on the best way to monetize the content that is flooding the Indian market. For Shemaroo Entertainment COO Arghya Chakravarty advertising was highly dependent on the economic climate, as the advertising markets changed. Hence the sweet spot was always somewhere in the middle, and for long term sustainability, it would require a mix of both. Warner Bros Discovery APAC director retention engagement & growth strategy DTC marketing Praveen Chaudhury also noted that the high cost of direct customer acquisition meant aggregation and partnerships remained key.
As the fragmentation of advertising delivery was continuing to put huge downward pressure on rates, the role of operator bundling was also super important, said INVIDI CBO Prasad Sanagvarapu. “With very rich first party data sitting with the aggregator at a level dwarfing what any individual OTT service could manage, they had a crucial role to play in advertising,” added Sanagavarapu.
The very important issue of female representation in the television and entertainment industry was discussed by a distinguished panel of female industry leaders. Network18 CEO business news Smriti Mehra highlighted the fact that all too often workplaces had defining gender roles and too many talented former colleagues had dropped out of the industry. There were societal issues at play as well of course, but there was much positive action that could be taken within the corporate context. Earlier in the day. Jyoti Deshpande had defined it as the search for equity, not just equality.
Wrapping up the conference, Media Partners Asia (MPA) VP Mihir Shah said that India’s growth story remained intact amidst global turmoil, with macro tailwinds and digitalization propelling growth for video advertising, and digital penetration now on par with television. Content spend was also expected to double to US$10bn in the next five years, with online video content investments catching up with pay TV. Shah also noted that mergers and acquisitions will continue to fuel scale and profitability for the major incumbents. And with Connected TV adoption on the rise, premium inventory will fuel the growth for the AVOD segment. “Content is king, and it’s reigning supreme,” summarised Shah.
The Future of Video India is sponsored by AKAMAI, Bharucha & Partners, INVIDI, Magnite, MEASAT, PubMatic and Samsung Ads.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
