At the FICCI Media and Entertainment Business Conclave (MEBC) 2025, Kevin Vaz, Chairman of the FICCI M&E Committee and CEO of Entertainment at JioStar, underscored the pivotal balance between creative freedom and social responsibility within the ever-evolving media and entertainment (M&E) industry. Speaking at the event held in Chennai, Vaz emphasized the urgent need for content creators and online platforms to navigate these dual imperatives, particularly as government measures loom to curb harmful and offensive content.
"A key challenge for the M&E industry is ensuring content creators and platforms maintain a balance between creative freedom and respect for the social fabric of the country," Vaz stated, highlighting the industry's responsibilities amid rapid digital growth.
With streaming and digital platforms reshaping content consumption, Vaz reassured attendees of television's enduring dominance. He emphasized, "India is an 'AND' market, where both TV and digital coexist, unlocking immense potential." Television commands over 30% of India’s M&E market share, showcasing its resilience and continued relevance.
Vaz artfully illustrated television's steadfast influence, particularly within Southern states, where local language programming flourishes. He noted how prominent channels such as Star Gold, Colors Cineplex, and Set Max have been pivotal in elevativing regional films like Eega and KGF-2, transforming them from local successes to national phenomena.
The remarkable resurgence of Southern cinema post-pandemic was also on Display as Vaz highlighted box office victories with films such as RRR and the Hindi-dubbed version of Pushpa 2 contributing significantly to collections. "The trend continued in 2024 with Pushpa 2, whose Hindi-dubbed version alone contributed to 20% of the Hindi box office collections," he noted, shedding light on the shifting preferences of Indian viewers.
Vaz's remarks reflected the industry's changing dynamics, fueled by the unique storytelling strengths of South Indian cinema. He referenced the extraordinary achievements of films like RRR, which made history by winning at the 95th Academy Awards, alongside the recent recognition received by Kannada short film Sunflowers Were The First Ones to Know at the 2024 Cannes Film Festival.
Despite apprehensions surrounding youth abandoning television, Vaz firmly dismissed this notion, asserting, "Television remains a trusted source of entertainment, news, and cultural connection." He credited the affordability and accessibility of TV for maintaining youth engagement within countless Indian households.
Vaz drew attention to the recent wave of innovation within television programming, showcasing the successful adaptation of formats across regional languages. He pointed out adaptations such as Star Plus’ leading show, which is based on the Tamil series Siragiddika Aasaai, demonstrating how regional content can travel well across diverse audiences.
Vaz is hopeful about the industry's future, stating, "With its vibrant storytelling and technological advancements, India is poised to take the global stage." This sentiment is encapsulated by the upcoming WAVES forum, intended to catalyze innovation and growth within the sector, directed under the guidance of Prime Minister and seasoned advisors.
Crucially, Vaz reiterated the importance of ethical content practices, especially with the rise of social media, which transforms viewer engagement with content. He described how unchecked digital content can lead to negative experiences for viewers and jeopardize advertiser trust. "Ensuring ethical content practices is pivotal for both creators and advertisers," he said, encapsulating the crux of the discussions held at the conclave.
The FICCI MEBC South conclave continues to unite key industry players to forge strategies addressing the unique challenges and opportunities facing India's M&E sector. With the narrative of South Indian cinema gaining its rightful recognition globally, it stands as a clear marker of the changing tides within the entertainment industry, heralding great potential for future growth and innovation.