Session summary
The panel explored India’s dynamic content landscape, spotlighting both challenges and emerging opportunities. Format success stories like Big Brother and MasterChef—producing 800 days of content annually in multiple languages—illustrate the market’s scale. Cost inflation, the transition from tape to formats, and AI’s potential to reduce production expenses were key discussion points.

Lionsgate’s IP-driven approach (John Wick, Hunger Games) and the importance of localizing global formats were highlighted, alongside the rising influence of brands in content creation. The panel emphasized the shift toward OTT platforms, the growing role of independent creators, and the difficulty of content monetization—prompting new platforms like Flix to support IP holders.

AI’s creative role sparked debate around legal and ethical boundaries, while speakers called for innovative business models, increased production infrastructure, and more distribution channels to enable diverse storytelling. Collaboration, empowerment of creators, and global adaptability were seen as essential to sustaining creative excellence in the evolving media ecosystem.