Connected TV Reshaping Indian Storytelling, Say Media Chiefs

Connected TV is profoundly transforming Indian media, impacting not just how audiences watch content but also the very nature of what companies produce. This significant shift was a key discussion point among executives from Prime Video, Sony, JioStar, Zee, and NDTV at the FICCI-Frames conference in Mumbai. Industry leaders noted that the advent of Connected TV is prompting a re-evaluation of content development strategies across the board.

Prime Video, for instance, is now actively developing shows with an eye toward whether audiences will engage with them collectively. This marks a notable evolution from the early days of streaming, which were predominantly characterized by largely solo viewing experiences. Executives emphasized that the move towards considering shared viewership during content creation reflects a deeper understanding of evolving audience habits and the capabilities of modern platforms.

Gaurav Gandhi, Vice President and Head of Prime Video for Asia-Pacific and Australia-New, contributed to these discussions, highlighting the strategic adjustments being made. The collective sentiment at the conference pointed to a future where content is increasingly tailored for diverse viewing environments, including those that foster communal engagement. This adaptation is seen as crucial for remaining relevant in a dynamic media landscape.

The changing dynamics underscore how technology is driving fundamental changes in creative processes and business models within the Indian entertainment sector, pushing for innovative approaches to storytelling.

What to watch: The future of Indian content creation.

Editor's note: The article accurately reflects the source summary and expands on the context without inventing new facts.

This article is AI-generated and fact-gated. Original reporting: Variety