Latest news with #AStudioCalledIndia
New Indian Express
05-05-2025
- Business
- New Indian Express
AI to make India global creative powerhouse: Govt
MUMBAI: With effective use of Artificial Intelligence (AI), India is poised to emerge as a Global Creative Powerhouse and hub, according to a media report presented by Union Minister of State L Murugan at the World Audio-Visual Entertainment Summit (WAVES). Media and entertainment companies can not only increase their revenue by at least 10% but also reduce the input cost by 15% with the use of AI, says the report named 'A Studio Called India' prepared by Ernst & Young. Officials said AI is expected to add value to the growth story of the media and entertainment sector. 'The global media and entertainment (M&E) industry is undergoing a dramatic transformation, driven by the proliferation of AI. From content creation and curation to monetisation and distribution, AI is becoming an integral part of how stories are told and consumed,' reads the report. India, already a powerhouse in content production and IT services, is uniquely poised to lead this transformation. The convergence of its deep talent pool, rapidly maturing AI ecosystem, and proven capabilities in media production positions India as a strategic node in the global AI-M&E value chain. The report also noted that OTT platforms have started using AI to offer hyper-targeted content recommendations based on regional preferences, affluence, geo-targeting and consumption patterns.
Hindustan Times
05-05-2025
- Business
- Hindustan Times
‘AI in media, entertainment sector can increase revenue by 10%'
MUMBAI: As artificial intelligence (AI) revolutionises the media and entertainment industry by automating tasks, personalising content, and enabling new creative possibilities, its use is also expected to make industry more profitable. A report by consulting firm Ernst & Young on the media and entertainment (M&E) industry suggested that AI can not only help increase revenue by ten percent, it could also reduce production costs by 15 per cent. The report was released during the first edition of WAVES 2025, which concluded in Mumbai on Sunday. Dr L Murugan, union minister of state for information & broadcasting and parliamentary affairs, launched five major knowledge reports that offer an in-depth perspective on India's fast-growing M&E sector. The reports are aimed at supporting data-backed policymaking and strengthening India's position as a global creative leader. The Ernst & Young report, titled 'A Studio Called India', said that the global M&E industry was undergoing a dramatic transformation, driven by the proliferation of AI. 'From content creation and curation to monetisation and distribution, AI is becoming an integral part of how stories are told and consumed. Our analysis indicates that in the medium term, AI can increase revenues by 10% and reduce costs by 15% for media and entertainment companies,' it analysed. The report observed that India, already a powerhouse in content production and IT services, is uniquely poised to lead this transformation. The convergence of its deep talent pool, rapidly maturing AI ecosystem, and proven capabilities in media production positions it as a strategic node in the global AI-M&E value chain. The report explained that the adoption of AI across media is evolving across two dimensions: technological maturity and use-case readiness. The current landscape features several AI applications that are already being operationalised at scale, while others are still in exploratory or early development phases. 'Indian companies are leveraging GenAI tools not only for creative purposes but also for campaign optimisation, content performance improvement and audience engagement. The key areas include: content generation, post production and VFX,' the report pointed out. It added that AI now had the default technology used for rendering workflows, de-aging/ re-aging effects, rotoscoping and 2D-to-3D conversion. 'AI adoption has allowed Indian post-houses to reduce rendering and editing timelines, especially for short-format and episodic content. As more Indian platforms demand a quick turnaround for regional, language and mobile-first versions, such automation has become a way of life,' the report said. The 124-page report further revealed that 89% of Indian M&E companies surveyed had implemented GenAI POCs (proof of concept), which offers a practical, low-risk way to explore GenAI now, allowing the business to act on insights quickly and effectively while minimising the risks of falling behind in the GenAI race. It further pointed out that OTT (Over The Top) platforms have started using AI to offer hyper targeted content recommendations based on regional preferences, affluence, geo-targeting and consumption patterns, which is also an effective way to improve viewership. 'On the monetisation front, AI is driving dynamic (and customised) ad insertions and optimising pricing strategies through real-time viewer analytics,' it said, adding, 'AI is also being used in predictive content performance—OTT platforms use AI to model trailer effectiveness and anticipate drop-off rates. Further, broadcasters are experimenting with AI-driven dynamic creative optimisation (DCO) to vary ads and promos in real-time depending on the viewer persona and profile/ lookalike.' India offers a 40% to 60% cost advantage in animation and VFX services, supported by a large, skilled workforce. The report also pointed out the increasing international appeal of Indian storytelling, with up to 25% of views on Indian OTT content now originating from overseas audiences. 'This phenomenon is not merely commercial—it represents a moment of cultural diplomacy, wherein India's stories are forging emotional and cultural connections across continents,' it noted.
Time of India
04-05-2025
- Business
- Time of India
WAVES 2025: India is generating 200,000 hours of original content annually, says EY report
Mumbai: Content growth, creator boom and media services are driving India's rising global influence in media and entertainment (M&E) despite significant piracy losses, various reports highlighted at the World Audio Visual and Entertainment Summit (WAVES) 2025 here. #Pahalgam Terrorist Attack India much better equipped to target cross-border terror since Balakot India conducts maiden flight-trials of stratospheric airship platform Pakistan shuts ports for Indian ships after New Delhi bans imports from Islamabad A report by EY, 'A Studio Called India', underscored India's transformation into one of the world's largest content production ecosystems, generating over 200,000 hours of original content annually. This includes 1,600 films, 2,600 hours of premium OTT content, 190,000 hours of television programming, and 20,000 original songs. The report said India's media infrastructure is supported by more than 1,580 global capability centres (GCCs), with around 50 focused on M&E. According to Deloitte and the Motion Picture Association, India's M&E sector contributed '5.14 lakh crore to the economy in FY24, with projections of reaching '6.88 lakh crore by FY29. Television led in gross output ('3.18 lakh crore), followed by film ('1.22 lakh crore) and online curated content ('74,756 crore), it said. The sector added '2.78 lakh crore in value in FY24 and employed 2.7 million people, with expectations to exceed 3 million by FY29, it said. A joint study by IP House and Media Partners Asia (MPA), in collaboration with the Confederation of Indian Industry (CII), said online video piracy led to an estimated revenue loss of $1.2 billion in India in 2024 alone. This loss could rise to $2.4 billion by 2029 without decisive measures to check piracy, said the report titled 'The Impact of Piracy on India's Online Video Sector and Creative Economy'. With robust anti-piracy initiatives, the industry could recover up to $1.1 billion in revenues by 2029 and create around 158,000 additional direct and indirect jobs across the country's video ecosystem, it said. Live Events BCG's report, 'From Content to Commerce', highlighted the rapid rise of India's creator economy.
Time of India
03-05-2025
- Business
- Time of India
India has emerged as global creative powerhouse due to top talent, tech: EY
India is no longer merely a consumer of content—it is fast emerging as a global creative powerhouse, driven by a deep talent pool, a rich cultural legacy, rapid technological adoption, and expanding infrastructure, according to the EY report titled "A Studio Called India." #Pahalgam Terrorist Attack Code of war: India and Pakistan take their battle to the (web)front Forex reserves show a pauperised Pakistan, a prospering India Pakistan conducts training launch of surface-to surface ballistic missile India's role in global media infrastructure is also expanding, according to the report, with more than 1,580 Global Capability Centers (GCCs), including close to 50 in M&E. The report was released at the World Audio Visual and Entertainment Summit (WAVES) 2025. The growth of Media Capability Centers (MCCs) is enabling specialised services like content localisation, compliance, immersive production, and large-scale content management. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Wife won't let go of dog, husband finds out why and calls police - watch! Happy in Shape Undo Indian studios have contributed to major global films including Avengers: Endgame, The Jungle Book, Life of Pi, Frozen, The Lion King, and Madagascar, showcasing their high-end VFX and animation capabilities . The report notes that animation and VFX costs in India are 40% to 60% lower than in the West, supported by a workforce of around 260,000 skilled professionals. Live Events As per the report, global programming spend is expected to increase by 5.3% in 2025 to $206 billion, driven by streaming giants like Netflix, Prime Video, and Disney+. India is positioned to play a larger role in this expansion across both subscription and ad-based models. In the gaming sector, the report notes that India had 488 million online gamers in 2024, predominantly using mobile devices. The country has over 1,900 game development companies employing approximately 66,000 people. Indian firms support global players such as EA, Zynga, Ubisoft, Rockstar International, Scopely, and Flutter, while homegrown studios like Gamesberry Labs, Kiddopia, PlaySimple, Moonfrog Labs, PlayGames24x7, Dream Sports, and Mayhem are building their own titles for domestic and international markets. According to the EY report, Indian studios are adopting AI for a variety of use cases, many of which are in mainstream deployment. These include content creation, personalization, pricing, and marketing. India's diverse market has become a testing ground for Big Tech to pilot AI-powered innovations. Studios are also deploying virtual production, real-time rendering, metaverse technologies, AR, VR, blockchain, and automation to deliver immersive, global-standard experiences. The report identifies experiential content—like virtual events, holographic concerts, and theme parks—as a growing segment for VFX. While requiring specialized talent, India is positioned to train and supply this workforce for international projects. India's educational infrastructure is also evolving, with institutions such as FTII Pune, SRFTI Kolkata, the National Institute of Design, Whistling Woods, and the ABAI AVGC Centre of Excellence developing talent for the media sector. The report mentions government support through initiatives like a proposed Indian Institute of Creative Technologies in Mumbai and a $1 billion fund for content creators. India has over 7,000 creative training institutes, 37 VFX academies, more than 16 colleges offering gaming courses, and over 20 extended reality (XR) programs. Media-focused MBA programs from institutions like MICA and Whistling Woods are also helping bridge the gap between business and creativity. According to the report, India has transformed into one of the world's largest content production ecosystems, generating over 200,000 hours of original content annually. This includes 1,600 films, 2,600 hours of premium OTT programming, 190,000 hours of television content, and 20,000 original songs. The formal media and entertainment (M&E) sector employs 2.8 million professionals, and the country has around 400,000 digital creators, each with more than 10,000 followers. The report highlights India's vast linguistic and cultural diversity—comprising 22 official languages and over 1,600 dialects—as a key enabler of storytelling that connects with audiences globally. Indian content is now distributed to over 100 countries via theatrical releases and major OTT platforms such as Netflix, Prime Video, and Disney+. Indian content continues to earn global recognition. According to the report, in 2024, Indian content featured in Prime Video's global Top 10 every week. On Netflix, eight out of ten Indian series ranked in the Global Top 10 for non-English programming. Films like Kanguva and Aadujeevitham were shortlisted for the 97th Academy Awards, while The Elephant Whisperers won an Oscar. The song 'Naatu Naatu' also made history, becoming the first Indian track to win a Golden Globe and the second to win an Oscar for Best Original Song.
