GECs
Transform by tackling moral dilemmas: Sudhanshu Vats
MUMBAI: Media companies can no longer ask ‘if’ changes are happening. They are, there’s no doubt about it. But now it’s a question of how to respond. Addressing the CII Big Picture 2018 in New Delhi, Viacom18 group CEO and MD Sudhanshu Vats spoke on the topic of ‘Changing M&E landscape – from convergence to transformation’.
According to him, the industry is battling moral dilemmas. “If you step back and introspect about all that is happening with our industry across the world, you will agree that we are battling several changes – and most of them are a result of moral dilemmas and our response to them. If we can tackle these dilemmas successfully (and defining success is the hardest part), we can believe that we have transformed,” Vats commented.
Another issue bothering the industry is about misusing its reach and credibility to influence electoral processes across the world. Equally troublesome is ensuring fairness in terms of availability of content to consumers and parity across distribution platforms, especially in the future when convergence is going to dial up vertical integration across value chains.
As the content consumption on digital is increasing rapidly, the access of media companies to consumer data will also go up. He said, “As consumption moves online, our access to data will increase. In many ways, data will be a competitive advantage and drive advertising revenues and personalised user experiences – what processes do we put in place to ensure it is not misused – how and where do we draw the line differentiating personalization versus privacy?”
Correctly treating their biggest asset, human resources, both on screen and off, is also necessary. “How do we react when their individual, personal behaviour questions the fabric of the society we want to create? Think of this especially in light of the recent issues around diversity and inclusion that we’ve experienced. It’s important for everyone, but especially so for our industry,” he said.
He also added that the list of moral dilemmas is endless. Hence, everyone needs to be cognizant of these dilemmas as organisations, industry bodies, policymakers and governments as they look to scale up businesses.
“I’ve always been an ardent supporter of data and its importance in driving decision making. In this address, I have not used a single data point – because I believe that the course we take over the next decade will be determined more by these fundamental issues of values and how we tackle moral dilemmas than just commercial considerations,” he said.
“Driving consensus will be difficult yet more important than ever before. This is even more so given that India is today amongst the world’s largest ‘open’ media markets and home to a multitude of players from all over and of all sizes,” he added.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
