Secretary of the Union Ministry of Information and Broadcasting, Sanjay Jaju, today highlighted the vast untapped potential of India’s media and entertainment sector.

 

Speaking at the 12th CII Big Picture Summit 2025 in Mumbai, he noted that despite the country’s rich storytelling heritage, India accounts for only 2 per cent of the global M&E market, urging industry leaders to seize the opportunity to expand its global footprint.

 

Mr. Jaju pointed out that nearly one crore people depend on the nation’s creative value chain, spanning YouTube creators, digital talent, film workers, broadcasters, and post-production units.

 

He cautioned that AI-generated songs and videos are already reshaping the industry and stressed the need for India to embrace advanced creative technologies to maintain and grow its market share.

 

Emphasising India’s unique cultural identity, he highlighted three key creative lineages, namely oral, written, and visual traditions that must be modernised to reach global audiences.

 

He also highlighted the newly established Indian Institute of Creative Technologies as a unique industry-led model built to bridge skill gaps and drive innovation.

 

Stressing that the government’s role is to enable rather than run businesses, Mr. Jaju called for stronger industry-government collaboration to turn “craft into commerce”.

 

I&B Secretary Sanjay Jaju released the CII White Paper on Priority Policy Reforms for a Globally Competitive Creative Economy, which outlines recommendations to strengthen India’s M&E industry, enhance global competitiveness, and enable innovation in the AI era.