New-Age Cultural Insights and Global E&M Forecast

Time of India

3 days ago

Dear Readers,
Welcome to your weekly dose of insights from the dynamic world of media and entertainment! This week, we're diving into how industry giants stay relevant, the rising importance of cultural understanding for brands, and the booming digital advertising landscape in India.
Let's get into the top stories:
Why cultural insight—not just ads—powers modern brands
Rajiv Gopinath, CSO of
Publicis Media India
, argues that traditional advertising alone is no longer enough. Modern brands thrive by deeply integrating into culture, understanding its language, rituals, and values to build authentic connections, not just customers. This shift from "seen" to "felt" leads to organic, sustainable growth.
Why you should care:
In today's competitive landscape, simply showing up isn't enough. This piece reveals how decoding cultural nuances transforms brand perception from transactional to relational, enabling deeper consumer engagement and long-term loyalty. It's essential reading for anyone looking to build a truly resonant and successful brand.
PwC report: India's E&M sector soars, driven by internet advertising
The global entertainment and media (E&M) industry is set to hit $3.5 trillion by 2029, largely propelled by surging advertising spend and AI's transformative impact. While connectivity remains key, advertising is becoming the primary growth driver, especially in digital formats. India is a standout, leading developing markets with rapid growth fueled by its booming internet advertising sector, driven by increased internet access and 5G.
Why you should care:
This article reveals India's E&M sector is soaring, driven by a 15.9% CAGR in internet advertising. Understanding this shift is crucial for businesses aiming to thrive. With AI transforming content and ad models, and digital formats dominating, knowing these trends from PwC's latest outlook helps you identify opportunities and strategise effectively in this dynamic market.
KBC season 17: A silver jubilee milestone navigating a flat advertising landscape?
As Kaun Banega Crorepati (KBC) celebrates its 25th anniversary with Season 17, the iconic show continues to attract robust advertiser interest despite a flat advertising market. While revenues are projected to remain similar to last year (INR 400-450 crore), KBC's strength lies in its deep connection with aspirational, mass-market audiences (SEC B and C), unique brand integration opportunities often endorsed by Amitabh Bachchan.
Why you should care:
This article offers valuable insights into how established media properties can maintain their allure in a challenging economic climate. It highlights the importance of understanding target demographics, creating bespoke brand solutions beyond traditional ad spots, and leveraging unique host appeal for impactful campaigns.
More stories from this week:
ZEEL's ad revenue declines by 16.7% in Q1FY26
ESPN viewership soars as it targets $2B NFL media deal and major streaming debut
I&B panel OKs 'Udaipur Files', but no SC nod yet
Talent winning out at Indian gaming cos as focus shifts to high-end titles
DTH signals fade, but FM radio turns up the volume for MIB
And that concludes this edition of our Media & Entertainment Weekly! We hope you found this deep dive into KBC's enduring appeal, the power of cultural insights, and India's digital ad boom both informative and inspiring.
What M&E trends are you watching? We'd love to hear your thoughts! Connect with us on LinkedIn and tag @ETBrandEquity to share your perspective.
Until next Friday, stay curious and creative.
Team ETBrandEquity.