The Indian media landscape is undergoing a structural pivot as Connected TV (CTV) transforms the digital experience from a solitary activity back into a communal household event. Leading executives at the 26th edition of FICCI-Frames in Mumbai highlighted that with approximately 65 million active Connected TV households as of late 2026, the industry is moving toward a hybrid model that combines the scale of traditional linear television with the precision of digital targeting.
The shift is characterized by a significant return to shared viewing. Kevin Vaz, CEO of Entertainment at JioStar, reported that 80% of Connected TV viewing in India is now shared with family or friends. This “co-viewing” trend is prompting major players to rethink their content strategies, moving away from mobile-first individual experiences toward high-definition programming designed for the living room screen.
This technological evolution is also enabling broadcasters to experiment with formats that were previously difficult to sustain on traditional linear channels. Rahul Kanwal, CEO of NDTV, noted that the targeting capabilities of CTV allow the network to launch niche programs focused on specific audience interests. Recent examples include the healthcare-focused Lifeline and the upskilling series Launchpad, both of which cater to specific demographics that CTV can identify and aggregate more effectively than broad-spectrum broadcasting.
In addition to premium long-form content, the industry is seeing the rise of ultra-short-form segments. JioStar has recently expanded into the micro-drama segment through its TADKA platform, collaborating with more than 50 production houses to deliver quick-hitting narrative content. This move suggests that even as the “big screen” returns to prominence, the appetite for snackable digital content remains a core driver of the media economy.
Industry Growth and Recognition
The discussions at the Mumbai conference, held at the Grand Hyatt on September 29–30, 2026, come amid a period of steady expansion for the region’s entertainment sector. The Indian media and entertainment market grew 9% in 2025, reaching a total value of ₹2.78 lakh crore. This growth has been supported by both the rapid adoption of CTV hardware and a more diversified approach to digital advertising and subscription models.
The event also served as a moment of reflection on the leadership that has shaped the current landscape. Uday Shankar, Vice Chairman of JioStar, was conferred with the Lifetime Achievement Award at FICCI-Frames 2026, recognizing his role in the digital and televised evolution of Indian media over the past several decades. As the industry looks toward 2027, the focus remains on capturing household attention in an era where CTV is increasingly becoming the primary gateway for both entertainment and news.
