Guest Column: M&E industry in India: 5 not-to-be-missed trends

The Indian M&E industry is growing at 15 per cent CAGR and is expected to double in size over the next five years. Almost all the sub-segments are growing in double digits. The existing ones are those in the middle of a consumption trend like on-demand content or beneficiaries of a regulatory push like digitisation.

Here are the five biggest trends to watch out for:


Personalisation of content and delivery and real time access on multiple devices and platforms to make OTT mainstream. Big data through instant consumer analytics to become indispensable

2.Digital Content as growth driver

Growth to be driven by digital content in the internet industry in India as it doubles to $250bn in 5 years. Unprecedented proliferation of digital-first media brands like AIB, TVF, etc. Existing traditional media brands may reorient themselves to being digital-only brands. Repurposing widely popular content of the past on digital for consumption across multiple content formats may be a unique sound strategy.

3.Immersive content as lead format

Immersive content (VR/AR) to play an unexpected big role in the future. May become larger than any other format in the years to come.

4.Technology to disrupt more than just content

Technology to continue to disrupt the traditional ways of buying and selling advertising as programmatic, geo-targeting, etc becomes the new normal. TV and digital measurement to converge too as marketers look for platform-agnostic strategies.

5.Convergence of M & E & Technology to undergird everything

With cheap economics dictating the rationale, cloud-based services to drive content faster from creation to consumption thereby re-defining movement, distribution and management of content. Rapid convergence of media, entertainment and technology is interlinking content creation, distribution and consumption experiences.

New media ? signifying interplay between technology and media - is where the real excitement is. It offers a range of opportunities in content and platforms across gaming, video and music. Other than that, there are consolidation plays in traditional media like C&S distribution, film exhibition etc.


(Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ?Living? brand. The views expressed here are of the writer?s and may not subscribe to them.)

Latest Reads
BBDO India appoints Edward Gunn as head of planning Mumbai

BBDO India has appointed Edward Gunn as head of planning for its Mumbai office. Gunn moved to India in 2017 as director at DDB Mudra Group. 

MAM Marketing MAM
S Yesudas launches Y&A Transformation

S Yesudas, former MD and co-founder of Triggerbridge and MD Vizeum (Dentsu Aegis) has launched his new venture, a business transformation company, Y&A Transformation.

MAM Marketing MAM
AEGON Life Insurance launches video series campaign

MUMBAI: Aegon Life Insurance, India’s digital insurance company, recently rolled out its video series campaign named ‘AEGONs of Business’, to bring forth the journey of entrepreneurs who took the unconventional path towards success.

MAM Media and Advertising Ad Campaigns
Artemis Hospitals, WATConsult highlight the importance of pledging organs

Due to the lack of organ donation approximately 5 lakh people across the nation die each year as there is a huge demand-supply gap between the number of transplants awaited and the organs available.

MAM Media and Advertising Ad Campaigns
BookMyShow releases ad for I-day release ‘Gold’

BookMyShow has launched an ad celebrating Independence Day with Akshay Kumar starrer Gold which covers Balbir Singh’s triumphant journey that helped India to win the first ever gold medal for hockey at the Olympics.

MAM Media and Advertising Ad Campaigns
Qatar Airways is the Prestige Partner and Official Airline of the 18th Asian Games Jakarta Palembang 2018

Qatar Airways is proud to announce that it is the Prestige Partner and Official Airline of the 18th Asian Games Jakarta Palembang 2018, taking place in Jakarta and Palembang, Indonesia, from 18 August until 2 September 2018. The highly-anticipated sporting event will bring athletes from 45...

MAM Marketing Brands
Publicis Media Exchange appoints Sejal Shah as managing partner and head

Publicis Media India today announced Sejal Shah as managing partner and head of Publicis Media Exchange (PMX - Mainline) which is the central investment practice of PM.

MAM Media and Advertising People
Post flight MH370 fiasco, Malaysian tourism faces uphill battle

“Malaysia, truly Asia!” Or is it? What was once the hottest vacation destinations is now not so popular. All because of the disappearance of Malaysian airline MH370 in 2014. The country’s tourism, which was once booming with international tourists, has now taken a hit as tourists have been avoiding...

MAM Marketing Brands
Karthik Nagrajan joins Wavemaker India as chief content officer

Media agency network Wavemaker has appointed Karthik Nagarajan as chief content officer.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories