I don't have any plans of leaving media anytime soon: Uday Shankar at FICCI Frames 2026

Media continues to play a fundamental role in shaping society’s imagination, aspirations and vision of the future, Uday Shankar, vice chairman, JioStar, said at FICCI Frames 2026, highlighting the media and entertainment industry’s role in building India’s global narrative. Shankar received the lifetime achievement award for his contribution to the media and entertainment industry. He said he had no intent of hanging his boots anytime soon, saying "I don't have any plans of leaving media anytime soon."

Shankar said news, entertainment, cinema and sports could inspire people and give them hope. He added that as India progresses, the industry must share the country’s achievements and stories to strengthen its image globally.

The highlight of the inaugural session was Kevin Vaz, chairman of the FICCI Media and Entertainment (M&E) Committee and CEO of Entertainment at JioStar's appeal to the government to restore the BAARC audience ratings. He said reliable measurement was important to broadcasters, advertisers and agencies. He also welcomed the I&B Ministry's removal of 10+2 advertising cap for TV.

BAARC television ratings are currently suspended across all genres by order of the Ministry of Information and Broadcasting (MIB).

India’s media and entertainment industry must prioritise value creation and audience engagement as competition for viewers intensifies, Kevin Vaz said at the event.

Vaz said the industry had shifted from a distribution-led market, where limited channels and screens determined reach, to one where capturing and retaining audience attention had become increasingly important. He highlighted the convergence of television, streaming and mobile platforms, saying newer formats were expanding the market rather than replacing existing mediums.

How is connected TV creating new opportunities?

Connected TV is combining traditional television’s reach and shared viewing experience with digital platforms’ targeting and measurement capabilities.

Vaz said more than 80% of connected TV viewing takes place with family or friends, while India’s connected TV audience is estimated at over 200 million viewers. This offers advertisers opportunities to combine television’s scale with digital advertising capabilities.

He also cited the TATA IPL 2026 as an example of how television, streaming, sports and technology can expand audience engagement and create commercial opportunities.

Microdramas are another emerging revenue opportunity. The short-form episodic storytelling category was valued at around ₹650 crore in 2025 and is expected to grow at over 50% annually by 2028, Vaz said. The format could create opportunities for writers, producers and production houses, while interactive features could help platforms deepen engagement.

Vaz also called for clear rules governing artificial intelligence in the creative industry, including provisions for consent, attribution and fair compensation. He said the industry’s long-term growth would depend on developing intellectual property that could travel from India to international markets while creating value for audiences, creators and businesses.