India’s position in the global streaming and film economy came under the spotlight during a high-powered breakout session at the World Audio Visual and Entertainment Summit (WAVES 2025), held in Mumbai. 

Titled ‘India’s Evolving Role in the Global Film and Streaming Economy’, the session brought together industry stalwarts who discussed the country’s growing influence, opportunities ahead, and the need for future-ready infrastructure and storytelling strategies.

According to a press release issued by the Press Information Bureau (PIB), Government of India, the session featured top voices from the entertainment and tech industries including Shibasish Sarkar, President, Producers Guild of India; Ektaa R. Kapoor, Joint Managing Director, Balaji Telefilms; Vikram Tanna, CEO, Eros Now and Mzaalo; and Shalini Govil Pai, Vice President & General Manager, Android TV, Google.

Kicking off the conversation, Shri Shibasish Sarkar reflected on the remarkable journey of Indian cinema — from century-old beginnings to the fast-paced world of streaming. He stressed that while India’s stories have started gaining global attention, their sustained international success would depend on robust investments in studio infrastructure, production hubs, and a technology-driven ecosystem. “We need a pan-India push with institutional capital support if we want our content to travel seamlessly across borders,” he said.

Adding to the discussion, producer Ektaa Kapoor emphasized the emotional core of storytelling. “Pain, passion, and hope are feelings that cross geographies. The more emotionally rooted and authentic a story is, the more global its reach,” she said. However, she cautioned that creative risk alone isn’t enough. “To survive in a fiercely competitive content ecosystem, portfolios must be well-structured and balanced,” she noted, suggesting that a thoughtful content strategy is essential for long-term sustainability.

Tech leader Shalini Govil Pai brought a forward-looking lens to the dialogue. Describing globalization as the most transformative force in content today, she highlighted how technology has erased traditional barriers to distribution. “AI is now accelerating content creation — making it faster, more efficient, and deeply data-driven,” she said, urging Indian creators to embrace AI tools to tell stories that transcend cultural boundaries. She also highlighted the growing importance of content discoverability, saying that success will increasingly rely on smart navigation and tech-led storytelling formats.

Vikram Tanna, drawing on India’s unique digital-first consumption patterns, pointed out that audiences today are mobile-heavy and attention-light. “To stay relevant, storytelling must evolve to be opinion-led, voice-driven and immersive,” he said. He outlined three focus areas for the future — using tech to redefine storytelling, building experience-rich content, and developing original IPs with a loyal fan base. He further identified Generative AI as a revolutionary tool for storytelling, monetisation, and audience engagement.

As the session concluded, there was consensus among the panelists that India stands on the cusp of becoming a global content leader. With bold investments in infrastructure, greater use of cutting-edge technology, and an unwavering commitment to emotionally powerful and authentic storytelling, India is poised to shape the next era of global media and entertainment.