Meta envisions artificial intelligence (AI) as a catalyst for the media and entertainment industry and is actively working with production houses to launch AI-powered films while leveraging influencers to build excitement around new releases, a top company official said.
“We see ourselves at Meta as a catalyst for the media ecosystem with our open-source LLaMA tools. We provide generative AI creative tools and models to support the industry. Additionally, models like Meta Mundi Gen, which can generate custom videos, edit footage, and produce sounds from simple text inputs, will be a valuable tool in transforming the industry,” said Sandhya Devanathan, Co-Chair of FICCI’s Media and Entertainment Committee and VP & Country Head – India at Meta.
Speaking at FICCI’s Media and Entertainment Conclave ‘MEBC-South Connect,’ she highlighted AI’s role as both an assistant and a support system for the industry. “From scriptwriting to ultra-realistic visuals, audio effects, and language localization, AI offers endless possibilities. We are partnering with production houses to launch AI-powered films, including Blockbuster with Meta,” she said.
The social media giant Meta is also collaborating with creators to generate buzz around upcoming movie releases and has introduced innovative WhatsApp chatbot journeys to enhance audience engagement.
South Indian cinema’s rising influence
Devanathan also praised South Indian cinema for shaping perceptions. “South Indian cinema has evolved rapidly with innovative storytelling, advanced technology, and strategic marketing. It now matches Bollywood in box office revenue and popularity. More importantly, it is shaping global perceptions of Indian culture,” she said, adding that technological innovation plays a key role in this success.
She further noted that the Southern states lead in internet penetration and digital adoption, with audiences actively engaging with OTT platforms, mobile cinema consumption, and social media content sharing. “The media industry itself will be instrumental in shaping India’s $1 trillion digital economy,” she added.
TV’s dominance in the media landscape
Kevin Vaz, Chairman of FICCI’s Media and Entertainment Committee and CEO – Entertainment, JioStar, stated that television remains a dominant force in India’s media sector, commanding over 30% of the total market. Its evolution, driven by consumer preferences and technology, is particularly strong in the South, where local-language content thrives.
“While some believe younger audiences are moving away from television, it continues to engage India’s youth. Unlike Western trends, India’s TV landscape is unique, as television remains affordable, accessible, and deeply embedded in households,” Vaz said.
While digital media is growing, television remains a primary source of entertainment, news, and cultural connection. “India is an ‘AND’ market, not an ‘OR’ market. By fostering the coexistence of TV and digital, we can unlock new growth, creativity, and opportunities,” he added.
India as a content exporter
Vijay Sankar, Vice President, FICCI & Chairman, The Sanmar Group, stressed that India must go beyond just consuming content and step up as a global content exporter.
“Indian films and series are already gaining international attention. However, to truly compete on a global scale, we need to enhance long-format storytelling, improve production quality, and invest in strong world-building,” he said.
