Mumbai, December 1: The Indian media and entertainment (M&E) industry is on the cusp of a major transformation driven by Artificial Intelligence (AI), according to a top government official. Information and Broadcasting Secretary Sanjay Jaju stated that the technology's impact will be "huge" on the sector and called for the industry to proactively adopt it to harness its benefits.
Embracing AI for Productivity and Growth
Speaking to reporters on the sidelines of the CII's BIG Picture Summit 2025, Jaju emphasized the dual nature of AI's disruption. He acknowledged the presence of both significant positives and potential negatives, stressing the need for established "guardrails" to ensure responsible use. The secretary highlighted the profound productivity gains AI offers, noting that tasks could be completed in a fraction of the time and cost.
"It will obviously create multiple jobs, multiple productivity gains. If a work can be completed in one-tenth of the time at one-hundredth of the cost, with the use of AI, obviously it has productivity gains," Jaju explained. He pointed out that while the overall sector size may remain stable, there will be a shift where some segments lose as others gain. The government's unified approach aims to harmonize this development to ensure sustainable growth across all verticals.
India's Global Ambition: From 2% to 5% Share
Jaju outlined a bold vision for India's creative economy. Despite a rich storytelling heritage, India currently holds only 2% of the global M&E market. The challenge and opportunity, he said, lie in converting this creative potential into products that earn worldwide recognition. The goal is to grow this share to 4-5% in the coming years.
He revealed that the sector, a livelihood source for over 10 million people contributing around ₹3 lakh crore to GDP, is projected to grow at 7% annually. With the global industry poised to reach $3.5 trillion by 2029, India's M&E sector could achieve the coveted $100 billion mark by 2030, growing at a CAGR of 9.8% and outpacing the global average.
"AI is transforming entertainment. If we do not embrace new technologies, our global share will shrink. As a rising economic power, India's stories must be heard and seen worldwide. This is the essence of our soft power," Jaju asserted.
Direct-to-Mobile Trials and Government's Enabling Role
In other technological advancements, the secretary provided an update on the ambitious direct-to-mobile (D2M) broadcasting project. He stated that multiple rounds of proof-of-concept studies are underway at IIT Kanpur, with many currently in the phase of stakeholder consultations.
Clarifying the government's role, Jaju said it is to enable, not compete. He cited the Indian Institute of Creative Technologies (IICT) in Mumbai as a successful model of government-industry collaboration. The government is committed to creating a thriving environment by addressing skill gaps, providing incentives, and ensuring a level playing field.
Earlier at the summit, Jaju unveiled a CII White Paper titled ‘Reimagining India's M&E Sector: A Call for Action to Build a Future-Ready, Globally Competitive Industry by 2030’. The paper outlines actionable recommendations and calls upon central and state governments, industry leaders, and creative communities to act with urgency. By embracing convergence and digital-first innovation, India can expand its domestic market and project its cultural leadership on the world stage.
