TV remains dominant force in India’s M&E sector: Kevin Vaz

Television remains a dominant force in India’s Media & Entertainment (M&E) sector, commanding over 30% of the total market. Despite the rise of digital platforms, TV continues to shape audience preferences, expand the reach of regional content, and drive significant advertiser investments, was the key message from Kevin Vaz, Chairman, FICCI Media and Entertainment Committee and CEO - Entertainment, JioStar, during his address at the FICCI MEBC South, a two-day media and entertainment conclave. 

Vaz highlighted how television channels such as Star Gold, Colors Cineplex, and Set Max have helped popularize South Indian films across India.  

“Television has been key in expanding the reach of South Indian films, with channels like Star Gold, Colors Cineplex and Set Max helping popularise movies from the South. Films like Eega, Ragada and Theri, along with superstars Vijay, Allu Arjun, and Suriya became household names due to the extensive reach and dedication exhibited by TV broadcasters,” he said. 

The reach and influence of television remain unmatched, particularly in regional markets.  

“Television remains a dominant medium in the M&E sector, commanding over 30% of the total M&E market. Its evolution, driven by consumer preferences and technological advancements, has solidified its influence.  

“This is particularly evident in the southern states, where local language content thrives. The success of Southern storytelling highlights the collaboration of local teams, talent and producers whose collaboration facilitates the travelability of content from South to national audiences,” he said. 

He cited the example of Star Plus’ leading show, which is a remake of the Tamil series “Siragiddika Aasaai”, as well as the widespread popularity of Bigg Boss, which has adapted successfully in multiple regional languages. 

 “Bigg Boss, originally a Hindi adaptation of Big Brother, now thrives in multiple regional languages, driving viewership and delivering strong returns to advertisers.  

Brands that started as regional advertisers have expanded into national campaigns, growing their media investments exponentially,” he said.  

Addressing concerns about younger audiences moving away from television, Vaz pointed out India’s unique media consumption habits. 

 “While many believe younger audiences are moving away from television; it continues to see strong youth engagement in India. Unlike Western trends, India’s TV landscape is unique, as television remains affordable, accessible and deeply embedded in households.  

“While digital is growing at a rapid pace, television remains a trusted source of entertainment, news, and cultural connection. I firmly believe that India is an ‘AND’ market, not ‘OR.’ By fostering the coexistence of TV and digital, we can unlock growth, creativity, and new opportunities in India’s media industry,” he said. 

He also noted how social media has transformed audience interaction with video content.  

“In digital, social media has redefined the way audiences engage with audio-video media, be it reviews, cut scenes that go viral, and trending songs that we enjoy.  

“We will hear more about this from Sandhya, who is on the dais, and over the course of the next two days. A key challenge is ensuring content creators and the platforms maintain a balance between creative freedom and respect for the social fabric of the country, as crossing this line can lead to negative viewer experiences and also pose risks to advertisers” Vaz said. 

Vaz concluded by highlighting India’s potential on the global stage. “As we look ahead, the Indian M&E industry is at a critical inflection point, ready to take the global stage. A step in this direction is the upcoming WAVES forum, led by Mr. Sanjay Jaju under the supervision of our Honourable Prime Minister and an elite advisory board, which will further drive innovation and growth.” 

The FICCI MEBC South conclave continues to bring together key industry leaders, setting the stage for discussions on the future of India’s evolving media and entertainment landscape.