Industry executives are calling for TRAI to reassess the New Tariff Order's impact on media regulations. They emphasize the need for lighter, principles-based regulations in response to the shift towards digital platforms. The television industry has seen improved revenues, yet there is a noted migration of viewers to OTT services. Regulators are encouraged to provide flexibility for companies to innovate product offerings.

Speaking in a panel discussion at Ficci Frames, India's leading media and entertainment conclave, Zee Entertainment CEO Punit Goenka said the industry has transformed and is no longer simply about investing in and focusing on either television or digital.

JioStar launched a deep product integration with ChatGPT during the IPL that went beyond conventional search. Viewers could ask questions about players and matches in natural language while watching the game and receive contextual information without interrupting their viewing experience.