Mumbai: The Media and Entertainment (M&E) industry must embrace Artificial Intelligence (AI) to stay globally competitive, said Sanjay Jaju, Secretary, Union Ministry of Information and Broadcasting, while addressing the 12th CII Big Picture Summit in Mumbai on Monday.
Speaking at the event themed ‘The AI Era – Bridging Creativity and Commerce’, Jaju highlighted that India’s creative economy currently provides direct or indirect livelihood to over 10 million people and contributes approximately Rs3 lakh crore to the national GDP, according to a PIB release. During the summit, he also unveiled CII’s White Paper titled ‘Priority Policy Reforms for a Globally Competitive Creative Economy of India’.
Jaju said the M&E sector is entering a high-growth phase, but is also facing disruption due to rapid AI adoption across content creation and distribution. He urged the industry to adapt quickly.
“AI is transforming entertainment. If we do not embrace new technologies, our global share will shrink,” he said.
He added that the evolving landscape marks the rise of India’s orange economy, where cultural strength must translate into creative capability and commerce.
Referring to the ongoing WAVES Summit, he encouraged the industry to treat it as a long-term transformation process rather than an isolated gathering.
“The WAVES Summit is much more than an event; it is a movement. Each wave builds upon the last,” he noted, calling for collective progress.
Jaju said entertainment remains a core pillar of human civilization – just as essential as food, shelter, and clothing – because it connects societies, promotes harmony, and strengthens global relationships.
He also highlighted India’s deep storytelling legacy rooted in oral traditions (Shruti), written formats (Kriti), and visual expression, showcased at the Bharat Pavilion at the WAVES Summit and now at the National Museum of Indian Cinema. Despite this heritage, he noted that India still accounts for only 2% of the global M&E market, and that increasing its global presence must now be a priority.
“As a rising economic power, India’s stories must reach all parts of the world. This is our soft power,” he emphasised.
Jaju reiterated the government’s role as an enabler, stating that policy support, fiscal incentives, and a level playing field will continue, but industry leadership will determine the sector’s future.
As part of capability building, he announced that the Indian Institute of Creative Technologies – approved by the Union Cabinet – will be developed in Mumbai with an industry-led model. The IICT campus in Film City, Goregaon, will be completed in two years, while the NFDC campus is already operational.
He added that the WAVES Bazaar has become a critical platform for creators seeking investors, buyers, and industry partnerships.
