At FICCI FRAMES 2026, Sushant Sreeram, Head – Marketing and SVOD, JioStar, discussed how brands can move beyond traditional ad placements by integrating commerce into content and creating more relevant experiences for audiences.

Speaking during the session ‘The Value of Attention: From Eyeballs To Enterprise’, Sreeram highlighted the growing importance of connecting content, context and commerce in an increasingly competitive digital ecosystem. He emphasised that capturing audience attention is no longer simply about placing an advertisement alongside content, but about making the brand experience relevant to what audiences are watching.

“Advertising creates desire; commerce fulfils it. We are bringing the two together to provide value in the context of what people are watching. If we don’t do it well, we are an interruption. If we do it well, we are of value,” Sreeram said.

His comments underline the shift towards a more integrated approach to media and advertising, where the viewing experience can also become a pathway to discovery and commerce. Rather than treating advertising and commerce as separate functions, the approach seeks to connect the two around the viewer’s immediate context and interests.

The discussion at FICCI FRAMES comes at a time when brands and media platforms are increasingly looking at ways to convert audience attention into deeper engagement and measurable business outcomes. The focus is moving from simply counting eyeballs to understanding how content environments can create value for both audiences and advertisers.

Sreeram’s session highlighted this evolving relationship between media, advertising and commerce, with contextual relevance emerging as a key factor in determining whether an advertising message feels like an interruption or becomes part of the value offered to the viewer.