Warner Bros. Discovery, Meta, Prime Video, Viacom18 India Chiefs Talk Growth Plans at FICCI Frames Conference
variety.comNaman Ramachandran The India heads of some of the world’s top media groups outlined their growth plans for the market at the Mumbai’s FICCI Frames media conference.
The conference is organized by the Federation of Indian Chambers of Commerce and Industry (FICCI). Kevin Vaz, chair, FICCI media and entertainment committee and CEO, broadcast entertainment, Viacom18, stressed the importance of sports in the Indian market at a panel on navigating the future of the media and entertainment industry.
Streamer JioCinema is a subsidiary of Viacom18. The company won the rights for the immensely popular Indian Premier League cricket tournament in 2022 and streamed it free on JioCinema in 2023, winning millions of eyeballs from then rival Disney+ Hotstar in the process. “Cricket is one of the biggest reach drivers in this country.
It’s the only piece of content that works across the length and breadth of this country, and advertisers value this because they can get instant reach, they can reach consumers in the north and the south with their message at the same time, and they are ready to pay the price for this kind of content,” Vaz said. “It makes sense to have sport in front of the paywall.
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