‘In Indian market, success lies in cultural resonance’

At the WAVES Summit 2025, the launch of a Motion Picture Association (MPA) report witnessed a powerhouse panel bringing together leading voices from across the global entertainment and streaming sectors. The session was graced by Urmila Venugopalan (President and MD, MPA), Kelly Day (VP, International, Amazon), Justin Warbrooke (EVP & CFO), Kaitlin Yarnall (Chief Storyteller, National Geographic), and Kevin Vaz (CEO - Entertainment, Jiostar).

Opening the session, Urmila Venugopalan underscored India’s strategic significance in the regional media ecosystem and the evolving dynamics shaping viewership and monetization.

Justin Warbrooke, EVP and Head of Corporate Development, Walt Disney Company, highlighted India’s hyper-localized media landscape, emphasizing the diversity of audience preferences across regions: “In India, every hundred miles the language, habits, and culture change. If you want to connect, you need to understand this complexity.” He pointed out how Jiostar's success lies in deep localization—going beyond dubbing to re-editing content for cultural resonance. He cited an example of a show originally made in Bengal that was repackaged for different markets, becoming a top-rated success under different titles.

Kelly Day echoed the importance of localization from a global streaming perspective. She noted Amazon’s focus on content that resonates with local audiences while maintaining global quality benchmarks. Day emphasized Amazon’s commitment to a “customer-back” approach, studying what viewers really want and tailoring the content experience accordingly.

Justin Warbrooke brought in the financial lens, commenting on the global-to-local strategies and the balance needed between scale and regional authenticity. His perspective reflected the increasing importance of adaptable business models in an environment where TV and streaming both continue to grow.

National Geographic’s Kaitlin Yarnall framed the conversation around storytelling. As a storyteller-in-chief, she spoke about the power of narrative and how meaningful content can bridge diverse audiences by focusing on shared human experiences.

The panel concluded with consensus on one key point: India is not just a fast-growing media market but a complex, multilingual, and multifaceted opportunity that requires both global expertise and deep local understanding to succeed.