Despite the common belief that younger audiences are drifting away from television, it continues to attract strong youth engagement in India, Kevin Vaz, Chairman, FICCI Media and Entertainment Committee and CEO- Entertainment, JioStar, said at FICCI Media and Entertainment Business Conclave (MEBC) – South Connect 2025 in Chennai.
He stressed that India is an “AND” market, not an “OR” market, highlighting the need for TV and digital to coexist.
Vaz emphasised that 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.
“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.
Furthermore, he went on to say that for instance, one of the leading shows on Star Plus is a remake of the Tamil show, “Siragiddika Aasaai”. Similarly, reality formats have transcended language barriers. 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.
“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,” Vaz said.
He said that he firmly believes 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 also mentioned, “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. 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.”
“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 Sanjay Jaju under the supervision of our Prime Minister and an elite advisory Board, which will further drive innovation and growth,” he added.
