FROM THE EDITOR'S DESK FROM THE EDITOR'S DESK

Dear Readers,

Welcome to the 131st Issue of SAMVAD!

SAMVAD is a platform for “Inspiring Futuristic Ideas” , where we strive to provide thought-provoking articles to expand your knowledge, on a regular basis.

We strive to be among the most sought-after business magazines for Bschool students across the country. To help this dream become a reality, we invite articles from all over the country, to give a holistic view of the overall industry.

In this issue of SAMVAD, we bring to you some articles focusing on ‘Media & Entertainment’ , with a section called ‘WeChat’ . Our WeChat alumni for this edition is “Ms Adhishree Murdia” who is an innovative and result-oriented Media & Entertainment professional with 18+ years of work experience in launching and building brands in the linear & non-linear space. Currently, she handles Communications and Creatives for ZEE5 Global as Vice President of Marketing. She has a rich work experience in P&L management, Brand Building, Digital & Social Media Marketing, Barters & Partnerships and Revenue maximization via brand solutions.

The Media and Entertainment sector comprises of multiple components such as Cinema, Music, TV, Radio, Internet, etc. This sector has been rising rapidly in India especially in recent years, thanks to the increasing availability of affordable and fast internet along with rising per capita income, which has ultimately led to an increase in per capita consumption of entertainment in the country. As things stand, and on the back of rising consumer demand, the Indian M&E industry is on the verge of a strong growth phase, which is further made more prominent by improvement in advertising revenue.

The Indian M&E Industry was estimated to be valued at USD 2729 billion in 2022 and is poised to grow to USD 5565 billion by 2030, according to a joint report by Boston Consulting Group (BCG) and the

Confederation of Indian Industry (CII).

India has 5th largest media and entertainment market in the world. It is 2nd largest online news-consuming nation and is the world’s 2nd largest market by app downloads. 68% of total M&E revenue is Traditional Media’s contribution. India stands 4th overall in “ICT Services exports”. India’s Media & Entertainment industry growth is mainly led by OTT, Gaming, Animation and VFX. Social media penetration reached 33% of India’s population and Original OTT content grew to 2,500 hours in 2021. 47% of OTT originals and 69% of films released on streaming platforms were in regional languages. Animation and VFX were the fastest-growing M&E segment in 2021.

Going forward, within the M&E sector, the AVGC (Animation, Visual Effects, Gaming and Comics) sector is projected to grow by an estimated rate of 29% and is thus recognized as one of the champion sectors by the Government of India. The online gaming market in India is projected to reach Rs. 155 billion (US$ 2.12 billion) by the end of 2023, from Rs. 76 billion (US$ 1.08 billion) in 2020.

Another aspect that will lead to growth in the M&E sector will be Metaverse. The Metaverse will facilitate the construction of persistent digital venues where multiple artists and content creators can collaborate and perform, similar to real life. Digital experiences such as Augmented Reality and Virtual Reality are already there to become a trend, and their appeal will only widen with the spread of the Metaverse. As such, it is evident that Media & Entertainment industry is going to play a key role in India’s rapidly growing economy, and it is something that everyone should keep an eye out for.

We hope you have a great time reading SAMVAD!

Let’s read, share, and grow with us!

Best Wishes, Team SAMVAD

Adhishree Murdia

VP- BRAND AND CONTENT MARKETING ZEE5 GLOBAL

PGDBA 2002-2004

With dreams in my eyes post doing my post-graduation at Welingkar, like any other student I was excited to embark on my career path. By now, I was clear on what excited me as an individual. Keen to explore the world I was truly passionate about – I applied only for media and entertainment companies –was open to join any function because of my sense of CURIOSITY. It is said that weforgettobecuriousaboutwhatisin store after the age of 9 years. I decided to follow this path of curiosity while looking for a job and my selection finally happened in ZEE ENTERTAINMENT ENTERPRISES in 2004. Post that there was no looking back as I graduated to move ahead in the world of marketing and brand management across genres of channels.Iwasonapathtodiscovering different audiences through the Channels I worked for – kids in Pogo, youthinUTVbindass,femaleaudiences in ZEE TV, lifestyle and luxury audience inLivingFoodz,printconsumerswhenI was at The Times of India, regional audiences in the Marathi Movie Cluster and now global south Asians in ZEE5 Global role. At every step of my journey, I asked myself What Next? And that is how the trajectory of my career shaped up. I embraced learning new skills, selfprioritized gaining knowledge and movedaheadinmycareer.

So, in a gist, I always looked at my career as an exciting journey I am on, fuelled by my passion to embrace the new; upskill; learn; and proactively prepare for the future. Reinforcing my belief that it is always about enjoying the journey you are on and not always aboutreachingthedestination.