Regional content, non-fiction drive India’s next media growth wave

India’s media and entertainment industry is increasingly turning to non-fiction, regional-language storytelling and digital-first formats to deepen audience engagement and expand monetisation as competition for viewers intensifies across television and streaming platforms.

Speaking at FICCI FRAMES 2026, Kevin Vaz, chair of the FICCI Media and Entertainment Committee and CEO of Entertainment at JioStar, said non-fiction has become an important part of media companies’ content strategies because it allows audiences to move beyond passive viewing and influence the outcome of shows.

From reality shows such as Bigg Boss to talent competitions and youth-focused formats, audience participation is creating stronger connections between viewers, contestants and celebrities.

“The consumer doesn't just sit and watch a show. We've got tens of millions of people voting for the show. They can decide the outcome,” Vaz said, highlighting how audience participation makes non-fiction formats more engaging.

Vaz also highlighted the commercial opportunities these formats create for advertisers. Brands can integrate their messaging into the show's environment, allowing them to reach audiences in a more contextual manner than conventional advertising.

Why regional content matters

Regional-language programming is emerging as a significant growth opportunity for broadcasters and streaming platforms seeking to expand their audience base.

Vaz pointed to the evolution of cricket broadcasting, which has expanded from a limited number of languages to more than 19. He said markets such as Malayalam and Bhojpuri are contributing to consumption growth, underlining the importance of reaching audiences in their preferred languages.

Punit Goenka, CEO of Zee Entertainment Enterprises, said regional languages should not be viewed as separate from mainstream entertainment, given their cultural significance and the role they play in how Indians consume content.

The shift is also creating opportunities for stories originating in regional markets to reach wider audiences, expanding the creative ecosystem beyond a handful of dominant languages.

For streaming platforms, the opportunity extends beyond translating or dubbing content. Gaurav Gandhi, vice president and head of Prime Video for Asia-Pacific and Australia-New Zealand, said around 60% of the platform’s customers watch content in four or more Indian languages.

This points to the need for platforms to develop content strategies that recognise multilingual consumption and allow viewers to discover stories across languages.

The push towards digital-first formats

Gaurav Banerjee, managing director and CEO of Sony Pictures Networks India, highlighted the scope for innovation in non-fiction programming and the development of original intellectual property for digital platforms.

As viewing habits evolve, media companies are also exploring formats designed specifically for streaming audiences rather than relying exclusively on properties originating on television.

The emergence of microdramas and other short-form formats reflects this shift, with companies experimenting with shorter narratives and presentation styles aimed at younger audiences.

Rahul Kanwal, CEO and editor-in-chief of NDTV, brought the news industry’s perspective to the discussion, highlighting how changing audience behaviour and a fragmented media landscape are reshaping content strategies. The panellists also examined how media companies can build stronger audience relationships and differentiate their offerings as content choices continue to expand.

For the industry, the opportunity lies in combining audience participation, regional storytelling and new formats to build differentiated content propositions. As competition for attention grows, these strategies are becoming increasingly important to expanding reach, strengthening engagement and creating sustainable business value.