The City of Joy recently witnessed a pioneering conversation at the November 14 Media Summit, hosted by IWMBuzz. Bringing together experts from advertising, marketing and cinema, the summit addressed topics that are reshaping the Indian media landscape. Highlights included a metaphorical session by Dr. Annurag Batra, Chairman and Editor-in-Chief of BW Businessworld Media Group and Founder of exchange4media Group, exploring how regional businesses are redefining national trends.

Dr. Batra’s speech began by analyzing the growth of regional media, positioning it as a force challenging the long-standing dominance of traditional national media. He emphasized that India’s linguistic and cultural diversity is fueling this change, with a focus on Rajasthan’s Banjara community, a group of 12 million people communicating in multiple dialects. “With such diversity,” noted Dr. Batra, “content creation must respect cultural contexts.”

Using an apt analogy, he juxtaposed “Mom’s dal chawal” with “pasta,” illustrating how content resonates more deeply when it aligns with local tastes. This cultural link is not only vital, but decisive in the rise of regional storytelling platforms.

Factors behind the regional surge

Post-COVID-19, TV viewership in regional markets has skyrocketed, recording 15% growth, outpacing national viewership trends. Additionally, India’s top 10 OTT platforms owe much of their success to regional content, demonstrating that audiences are hungry for authentic and relevant stories. Regional platforms have taken advantage of this by introducing innovative storytelling techniques, creating growth opportunities in an otherwise saturated market.

Dr. Batra emphasized that this development reflects India’s entrepreneurial spirit. The rise of regional media is as much about business acumen as it is cultural pride. He urged content creators to take advantage of these opportunities. This means that “the future belongs to those who can tell stories that reflect the true diversity of India”.

But all that, “kindness” is all that matters.

Dr. Batra concluded his session with a heartfelt message for the younger generation. He emphasized that while ambition and innovation lead to success, it is compassion and meaningful relationships that truly enrich life. “Be kind,” he urged, “and spend quality time with those who matter to you.”

The session inspired the audience, not only to explore the dynamic potential of regional media, but also to address their aspirations with humanity at the center. It was a powerful reminder that while the media industry thrives on trends and technology, its true essence lies in creating connections that resonate on a personal and cultural level.

Title partner: TVF

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