DishTV launches Content India to give boost to creator economy

As India’s content landscape continues to evolve, the industry is at a crossroads where regional creativity and global demand intersect. The recently announced partnership between Dish TV India and UK-based C21Media, culminating in the launch of Content India 2025, aims to address a critical gap: enabling Indian creators to navigate international markets while exposing Indian audiences to diverse global content.

India’s content consumption is witnessing a hybrid evolution, driven by digital adoption and a growing demand for regional narratives. Speaking at the launch event, Manoj Dobhal, CEO and executive director of Dish TV India, highlighted the country's diverse storytelling landscape. “Regional content—Bengali, Tamil, Marathi—is thriving, yet its access to global markets remains limited. Similarly, international creators face challenges entering India,” Dobhal said, emphasising the need for a collaborative framework.

While Indian audiences have embraced global phenomena such as Korean dramas and Turkish series, the exchange has largely been one-way. “We are just beginning to see stories that resonate locally and have a global impact. India, with its rich creative ecosystem, is well-placed to export such narratives, provided the right partnerships and frameworks are established,” said David Jenkinson, editor-in-chief & MD at C21Media.

The monetisation puzzle

For content creators, monetisation remains a persistent challenge. While platforms like Netflix and Prime Video dominate, independent creators often struggle to sustain themselves. As per an influencer marketing company Kofluence, Indian social media content creators make between ₹20,000 and ₹2,00,000 per month. Micro influencers with a social media following of 10,000–1,000,000 and an engagement rate of 1.5–2% would fall under this category.

“The biggest hurdle today is not creating content, but finding ways to monetise it efficiently,” says Dobhal. Dish TV’s OTT platform, Watcho, is being positioned as a democratised space where creators can retain control over pricing and reach.

Jenkinson pointed to emerging trends in global content creation, driven by tools like AI. “Technology has lowered barriers to entry, empowering creators to produce high-quality content. However, sustainability is an issue. The creator economy needs structures that ensure longevity and support,” he said.

India has roughly 25-35 lakh content creators, of which about 1,50,000 are able to monetise their content. While more Indians are becoming influencers, it is still not a full-time job for many. Hence, Indian influencers put in fewer hours compared to their global counterparts.

At its core, Content India 2025 seeks to bridge the gaps in India’s fragmented content ecosystem. The April summit, which will bring together 100 leading thinkers—50 each from India and abroad—will focus on creating a roadmap for collaboration. “There’s no platform today that interlinks the regional, national, and international stakeholders in a meaningful way. This initiative aims to change that,” said Dobhal.

Jenkinson likened the summit’s potential impact to a global brainstorming forum akin to Davos. “It’s about redefining the content economy, fostering new relationships, and exploring fresh models of co-production and distribution,” he added.

The larger context

The initiative also reflects a broader shift in the entertainment industry, where traditional models of content production are giving way to hybrid approaches. Dobhal noted that Indian audiences are consuming more content than ever, cutting across genres and languages. “A Bengali viewer discussing a Marathi film or an Indian audience embracing Korean dramas is now common. This appetite presents a massive opportunity for content platforms and creators alike,” he added.

For India, these trends signal a growing recognition of its potential as both a content consumer and exporter. “India is becoming a significant player in the global content economy. The world sees India as a source of creativity, talent, and unique storytelling,” said Jenkinson.