India on cusp of entertainment revolution driven by tech, diverse content: Kevin Vaz

India is on the cusp of an entertainment revolution, driven by technology, diverse content, and evolving consumer behavior, said Kevin Vaz, CEO of Broadcast Entertainment at Viacom18, during his address at APOS 2024.

Vaz pointed out that India’s daily media consumption—across large (TV) and small screens (mobile)—lags behind that of developed markets, but the growth potential is immense. Currently, large-screen penetration in India stands at around 60%, compared to 85-90% in other major markets, leaving considerable room for expansion.

He emphasised that India is an ‘AND’ market, where both TV and digital platforms are thriving simultaneously, offering vast opportunities for content creators and distributors.

According to Vaz, Viacom18 has made significant strides over the past year, having built a top-class team and made strategic investments in key brands like Colors and Nickelodeon. These efforts have paid off, with Colors achieving a 35% growth rate and Nickelodeon maintaining its leadership in the kids’ segment, he added.

Vaz also highlighted the success of Viacom18’s regional TV channels, Colors Kannada and Colors Marathi, underscoring the growing importance of regional language content in India’s entertainment landscape.

Viacom18 currently provides content in 10 languages, with plans to expand to all 22 official languages. “India’s cultural and linguistic diversity is unparalleled—22 official languages and over 58 socio-cultural regions. This diversity presents both a challenge and an opportunity,” he added.He also touched on the evolution of media consumption habits in the country, where audiences are increasingly fluid in switching between TV, digital platforms, and social media.”A show like Bigg Boss is watched on Colors at its scheduled time, then consumed further on JioCinema’s 24-hour live feed, and even discussed on social media. This multi-screen experience is where the future of entertainment lies,” Vaz said.

On the advertising front, Vaz highlighted Viacom18’s ability to deliver value across both TV and digital platforms. He noted that TV as a medium reaches 900 million viewers in India, while Viacom18’s digital platform, JioCinema, engages 300 million users. This dual-platform approach enables advertisers to target multiple demographics effectively.

“With over 95% of households having just one TV, families gather to watch together, creating shared experiences and deeper emotional connections. TV advertising remains one of the most effective ways to reach multiple demographics—parents, kids, grandparents—all engaged in a single viewing experience,” he explained.

“On the digital side, Viacom18 is home to the largest curated content platform in India, with a monthly active user base of around 300 million,” Vaz added.

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