The future growth of India’s media and entertainment industry will depend on quality content, audience trust and a better understanding of viewers, Avinash Pandey said at the CII Big Picture Summit 2026 yesterday.

According to a LinkedIn post by Avinash Pandey yesterday, the discussion at the summit focused on the question of who owns the audience and who captures the value it creates. He highlighted that reaching an audience and earning its attention are two different things.

Pandey said that while platforms, technology and content formats will continue to change, quality content, credibility and a deep understanding of audiences will remain important for building a sustainable media business.

He also highlighted three key priorities for the industry: encouraging innovation, building credible audience measurement systems and promoting collaboration across the interconnected media ecosystem.

Pandey noted that audience measurement plays an important role in investment and business strategy. He said India has the scale, creativity and cultural diversity to shape the global media landscape, but the industry needs to build an ecosystem that can turn these strengths into long-term, sustainable value.

He concluded that the industry’s focus should not only be on reaching audiences but also on understanding their needs, earning their trust and creating lasting value.