Ethical Content Practices Key for Creators & Advertisers: Kevin Vaz

HIGHLIGHTS:

• Kevin Vaz emphasized the growing global influence of South Indian cinema, citing hits like RRR, KGF-2, and Pushpa 2.
• He affirmed that India is an "AND" market, where both TV and digital coexist and thrive together, fueling innovation.
• Vaz stressed the importance of ethical content practices for creators and advertisers in the digital age.
• He noted that TV remains a dominant force in India's media market, with over 30% market share despite digital growth.
• Vaz announced the WAVES forum, aimed at enhancing India's global entertainment presence and fostering innovation.

At the recently held FICCI Media & Entertainment Business Conclave (MEBC)–South Connect 2025, industry leaders came together to explore and discuss the changing dynamics of the Indian media and entertainment sector.

Kevin Vaz, Chairman of the FICCI Media and Entertainment Committee and CEO of Entertainment at JioStar, delivered an insightful keynote highlighting the expanding global influence of the South Indian film industry and the significant role of television in this growth.

Vaz also discussed the growing influence of digital media and explored strategies for navigating the coexistence of TV and digital platforms in the Indian market.

Vaz dismissed concerns about the shift to digital, rejecting the idea that television is losing its younger audience stating, "Unlike Western markets, India continues to see high youth engagement in television due to its affordability, accessibility, and deep-rooted presence in Indian households. While digital consumption is accelerating, television remains a trusted source of entertainment and cultural connection.”

"India is an ‘AND’ market, not an ‘OR’ market," he stated further. He further emphasised the importance of fostering coexistence between television and digital platforms to fuel growth and innovation in the media industry.

The Challenge with digital evolution

Vaz reiterated that social media changed the way society consumes content through viral clips, songs in vogue, and online reviews affecting audience tastes, while raising the question of possible negligence on the part of content designers. Hence, the need to strike a balance between artistic freedom and social responsibility.

"Ensuring ethical content practices is crucial for both creators and advertisers," he says

The success of South Indian content and the role of Television

Vaz highlighted how South Indian cinema has continuously broken new ground, a legacy notably carried forward by legendary actor Kamal Haasan. More recently, films such as RRR, KGF-2, and Kantara have taken both the Indian and international box offices by storm, collectively earning hundreds of crores.

"The trend continued in 2024 with Pushpa 2, whose Hindi-dubbed version alone contributed to 20% of the Hindi box office collections," he says.

Vaz further emphasized the growing global recognition of South Indian content. He pointed to the Telugu epic RRR, which made history by winning at the 95th Academy Awards in 2023, as well as Payal Kapadia’s All We Imagine As Light, which received numerous international awards.

Vaz suggests that television has been instrumental in popularizing these films, with channels such as Star Gold, Colors Cineplex, and Set Max bringing regional movies to a wider national audience.

"Despite the rise of digital platforms, television remains a dominant force, accounting for over 30% of India’s media and entertainment market," states Vaz. He notes that the Southern states have especially gained from localized content that strongly connects with local audiences.

Vaz concluded by emphasizing that India’s media and entertainment sector is at a crucial turning point, ready for increased global recognition. He also announced the upcoming WAVES forum, an initiative spearheaded by Sanjay Jaju with the support of the Prime Minister and an esteemed advisory board, aimed at fostering innovation and expanding India’s presence in global entertainment.