JioStar executives Uday Shankar and Kevin Vaz addressed key industry hurdles at FICCI Frames 2026, welcoming the removal of the 10+2 advertising cap. The company highlighted the revenue potential of connected TV and microdramas while pressing for the restoration of television audience ratings to improve transparency for advertisers.
At the FICCI Frames 2026 summit, Uday Shankar, vice chairman of JioStar, reaffirmed his commitment to the media sector, dismissing concerns about his future role in the industry. As JioStar—a significant joint venture between Reliance Industries, Disney Star, and Viacom18—continues to consolidate its position in the Indian media landscape, the comments from its senior leadership provide insight into the company’s strategic priorities and the challenges facing the broader broadcasting sector.
A key positive development discussed at the summit was the government's decision to remove the 10+2 advertising cap. For years, broadcasters were restricted to a maximum of 12 minutes of advertisements per hour of programming. The removal of this cap is a structural change that allows television networks to increase their ad inventory. For a large player like JioStar, this move is expected to support revenue growth, provided that viewer engagement remains high despite increased ad loads.
However, the industry continues to grapple with the lack of reliable television audience measurement data. Kevin Vaz, CEO of Entertainment at JioStar, emphasized the need to restore television audience ratings. For investors, this is a critical monitorable. Without consistent and widely accepted ratings, broadcasters face difficulties in pricing their ad slots effectively and proving the return on investment to advertisers. The uncertainty surrounding these metrics has historically been a point of friction between the broadcasting industry and regulators, impacting the ability of networks to command premium ad rates.
JioStar is also shifting its strategic focus toward high-growth digital engagement. Vaz pointed to the rise of connected TV, which now boasts an audience of over 200 million in India. Unlike traditional TV, connected TV offers digital-like targeting capabilities, which is a major advantage for modern advertisers. The company is also looking at the microdrama segment, which reached a valuation of ₹650 crore in 2025 and is projected to expand at an annual rate of 50% through 2028.
While these new formats offer growth, they also bring regulatory risks. The industry is calling for clear protocols on artificial intelligence, specifically regarding intellectual property, creator compensation, and data attribution. As the media sector integrates more AI tools to produce and distribute content, clear regulation will be necessary to protect the rights of content creators and avoid potential legal hurdles. Investors should track how the company balances its massive scale in traditional broadcasting with the rapid adoption of these digital formats, as well as the progress on regulatory frameworks for AI and the restoration of transparent audience measurement systems.