Tourism and Culture Minister Gajendra Singh Shekhawat sees a human comeback in an AI-heavy content world, predicting audiences will gravitate towards more authentic, less AI-driven storytelling. He also wants India to move from being a massive content consumer to a global creator of original IP, using its stories to power tourism and creative economy.

Uday Shankar, at FICCI FRAMES, discussed the media industry's responsibility in building Brand India. He highlighted the need for diverse storytelling in news, entertainment, and sports. Shankar emphasized that media shapes society's imagination and aspirations for a better future. He acknowledged the industry's changes with a younger generation bringing innovative ideas and solutions. Overall, he believes the media's role is critical in shaping India's narrative and identity.

Indian viewers are increasingly using various screens for content consumption as the industry adapts. Traditional pay-TV is facing competition from streaming services and connected television options. New app-based delivery for linear channels has been introduced by multiple traditional distributors. Linear television maintains its relevance, especially as a shared viewing medium for families. Live sports events like TATA IPL demonstrate the merging of traditional and digital viewing experiences.

JioStar CEO Kevin Vaz emphasized the urgent need for the Ministry of Information and Broadcasting to restore BARC audience ratings. This absence of credible audience data is creating uncertainty for broadcasters and advertisers during the festive season. Vaz noted that reliable audience measurement is crucial for brands to effectively plan campaigns. He also expressed the need for regulatory reforms to support the evolution of linear broadcasting.