iWorld
Lower 2020 outlook, review investments, use big data for advertising, says EY M&E report
MUMBAI: Given how things have unfolded in the last three months, media and entertainment companies foresee a lowered outlook for 2020, will have to review their investments and ramp up capacity to address the challenges, as per a new report by EY titled ‘Building a resilient enterprise- Now, Next and Beyond’. It shows that OTT, gaming, eSports, digital subscriptions and VFX will be most benefitted in the near future while live events, films, sports, out of home and print will be hard hit.
The report adds that digital advertising saw five per cent to 15 per cent growth till 31 May but will drop to under five per cent by 30 June. Additionally, TV subscription will also reduce from minus five per cent to minus 15 per cent in the same time period. However, film will be worse off with minus 50 per cent.
The media and entertainment sector is facing unprecedented challenges from the spread of Covid2019. Rapid changes in consumer behaviour and consumption, stoppages in content production, cancellation of live events and sports and cuts in advertising spend are impacting companies across the ecosystem.
Publishers and media companies are benefitting from some marketers seeing the opportunity but face advertising revenue losses. Film and TV producers are under pressure to mitigate the impact of delayed-release schedules, theatre closures and production stoppages. Companies are currently focused on enterprise resiliency and triaging revenue, but will likely need to turn to rapid cost reduction as business models settle into new norms as business models are not on a solid foundation. Bright spots across the industry include digital pure-plays (such as video gaming) and other virtualised production capabilities, the report said.
The report suggests that for ad revenue, companies should provide ad packages that are “calibrated to the gradual geographical lift of the lockdown as well as reorient ad products and capabilities to build targeted offerings for marketers.” The industry also needs to shift to a big data-based advertising.
As a way to mitigate costs, companies can develop work-from-home strategies and consider real estate cost reduction strategies, with a focus on utilising purpose-built spaces. It also suggests updating the insurance coverage and contract clauses to provide cover for similar events in the future.
Going forward, the report stated that segments such as online education, broadband and internet, hygiene, home entertainment and OTT, e-commerce/home shopping, health and wellness and online banking will see a rise.
For advertisers, EY suggests engaging with marketers to understand changes to media strategy, content and ad placement. Additionally, leverage consumer insights and brand sentiment analyses to better engage marketers and provide targeted packages and offerings. One good source will be to introduce ad spend continuity initiatives.
For content producers, it suggest coming with precaution-led production schedules to get back to shoot. Companies can repurpose their library or acquire content to serve loyal customers with new things. There needs to be more ways to shoot from home and ideation.
Content distributers should look at leveraging digital platforms and OTT solutions to engage consumers and potentially serve as alternative channels for planned launches.
iWorld
Govt pushes live events sector to Rs 196 billion by 2028
LEDC roadmap targets 15–20 million jobs and global hub status by 2030
MUMBAI: India’s live events story is getting louder and this time, it’s policy turning up the volume. The fourth meeting of the Live Events Development Cell (LEDC), chaired by Chanchal Kumar, was held on 30 April 2026 at Vigyan Bhavan, bringing together representatives from nine Central Ministries, six States and 12 industry stakeholders to chart the sector’s next phase of growth. The numbers already tell a compelling story. India’s organised live events industry was valued at Rs 145 billion in 2025 and is projected to grow at 10 per cent to Rs 196 billion by 2028 making it one of the fastest-expanding segments within the media and entertainment ecosystem.
Set up in July 2025 by the Ministry of Information and Broadcasting, the LEDC is tasked with turning that momentum into a structured growth engine. Its long-term ambition is ambitious, position India as a global live events hub by 2030 while generating an additional 15–20 million jobs.
At the meeting, officials emphasised the sector’s multiplier effect spanning tourism, employment and allied industries while underlining the need for coordinated execution. A key update was the rollout of a single-window clearance system for live event permissions via the India Cine Hub portal, aimed at simplifying approvals and improving transparency.
States have been urged to adopt the system, alongside implementing the “Model Executive Order for Streamlining Licensing and Permissions for Live Events in India, 2026” by 31 May 2026. The framework seeks to standardise what has long been a fragmented and time-consuming regulatory process.
Beyond permissions, the discussion also turned to infrastructure and talent. A draft concept for greenfield venue development was tabled, alongside plans to build a skilled workforce. The Indian Institute of Mass Communication, in collaboration with industry bodies MESC and EEMA, is set to introduce certificate courses tailored to the live events sector.
Chanchal Kumar stressed that alignment across stakeholders is already in place, with the next challenge being execution at scale. The government, he noted, remains committed to creating a facilitative and transparent ecosystem for organisers.
For an industry once seen as fragmented and event-driven, the message is clear, India’s live events business is no longer just about the show, it’s about building an entire stage for growth.
