JioStar CEO Kevin Vaz identifies audience attention and connected TV as the main drivers for the ₹2.78 lakh crore Indian media sector. While new revenue streams like content commerce and micro-dramas show promise, the industry continues to push for transparent ratings to boost advertiser confidence.
The Indian media and entertainment sector, valued at approximately ₹2.78 lakh crore, is witnessing a significant shift in strategy. With content availability no longer a constraint, the primary battleground for media companies has moved to capturing and retaining viewer attention. This transition was the central theme discussed by Kevin Vaz, CEO of Entertainment at JioStar, during the FICCI Frames 2026 event.
The Shift to Connected TV
Connected TV has become a crucial growth pillar, now reaching an estimated 200 million viewers. Unlike mobile viewing, which is often an individual experience, approximately 80% of consumption on connected TV platforms involves shared viewing. This dynamic allows for a hybrid approach that merges the broad reach of traditional television with the personalized, data-driven targeting capabilities of digital platforms. The potential scale of such platforms was recently demonstrated during the 2026 Tata IPL, which attracted over 1.2 billion viewers.
New Revenue Models and Emerging Formats
Beyond traditional advertising and subscription models, the industry is aggressively moving toward new value pools. Content commerce, which enables viewers to make purchases directly through streaming interfaces, is bridging the gap between media consumption and retail. Furthermore, the micro-drama segment is emerging as a niche but rapidly expanding area. This category, valued at ₹650 crore in 2025, is expected to maintain a 50% annual growth rate through 2028. JioStar’s specialized unit, TADKA, is scaling this content by partnering with over 50 production houses to cater to changing consumer habits.
Regulatory and Measurement Challenges
Despite these growth opportunities, the industry faces structural headwinds. Executives are highlighting the need for a simplified regulatory framework and a reduction in costs associated with linear broadcasting. A significant point of concern for stakeholders is the persistent data void regarding viewership metrics. There is a strong industry-wide push for the Ministry of Information and Broadcasting to restore Broadcast Audience Research Council (BARC) ratings.
For investors, the lack of standardized, transparent data remains a critical monitorable, as it impacts how advertisers allocate budgets and how platforms justify their value. As artificial intelligence continues to integrate into content production, the industry must also manage complex issues related to copyright, consent, and data integrity. The long-term performance of major players will likely depend on their ability to balance these technological innovations with regulatory compliance and the demand for verifiable audience measurement.