Introduction

The Indian media, a vibrant industry of languages, cultures, and storytelling traditions, is at the point of a transformative era. Artificial intelligence (AI) is rapidly emerging as a powerful tool, poised to revolutionize content creation and consumption.  

Artificial Intelligence Emerges for Media Creation

  • Music Generated by AI: AI music generation involves algorithms trained on vast datasets of music to create original compositions. These algorithms can mimic existing styles, generate variations on existing themes or even produce entirely new genres. Companies like Amper Music and Jukebox are leading the way in this field.
  • AI Voiceovers: AI voiceover technology enables the use of artificial intelligence to create human-like voices. Text-to-speech engines can translate written documents into spoken audio with different levels of naturalness or emotions Sonantic and Respeecher are big players in this area

Indian Media Landscape

An Exploding Industry: The Indian media and entertainment (M&E) industry is one of the fastest-growing sectors in the country. The M&E sector reached Rs. 2.9 trillion (USD 38 billion) in 2024, according to PwC’s report and growing at a CAGR 11.8%.

media and entertainment industry segments

Diverse Segments: The Indian media industry encompasses a wide range of segments, including television, film, radio, print, and digital media. The rise of streaming platforms like Disney+ Hotstar and Netflix has significantly impacted content consumption patterns. 

Listed companies in Media Segment 

Company Name Area of Operation Market Cap (₹ Crore) as on 10/05/2024 Revenue  Net Profit  1 Yr Return CAGR 
Sun TV Network Limited Television Broadcasting (South India) 26,554.00 3,772.00 1,707.00 51% 
Zee Entertainment Enterprises Limited Television Broadcasting, Films, OTT Platform 12,760.00 8,088.00 48.00 -31% 
Network 18 Media & Investments Ltd. Television Broadcasting, News Media, Digital Platforms 8,177.00 6,223.00 -16 32% 
PVR Inox Ltd. Film Exhibition (Theater Chain) 12,796.00 3,751 -336 -11% 
Eros Media Ltd. Film Production & Distribution 196.00 681 -120 -18% 

Prospects of AI Moving to New Horizon  

AI and Hyper-Personalization 

  • AI-driven recommendations: Video streaming platforms such as Disney+ Hotstar and Netflix utilize artificial intelligence algorithms to provide personalized movie and show recommendations that depend on users’ watch history and preferences. 
  • AI-composed tunes and soundtracks: Platforms can create music scores for individual viewers based on their watching pattern, thus offering a more immersive experience. 

Leveraging AI for Content Creation 

  • AI music creation: Background scores, trailers, short-form content among other things can be made using Amper Music and Jukebox tools which will enhance efficacy thereby lowering costs. 
  • AI voiceover technology: For dubbing purposes and expanding audience reach, there has been an increased use of synthetic voiceovers in multiple languages by companies like Respeecher and Sonantic.

Making Content Accessible Through AI

  • Media institutions have embraced AI as a tool for making the information they produce accessible to a wider audience.  
  • Real-time captioning generation with audio description using AI automation technology enables visually impaired or hearing-impaired people to enjoy videos. 

 AI-supported News and Information Management

  • Automated news aggregation and fact-checking: AI has the potential to recognize and sift out new reports, making it easier to gather relevant data quickly while reducing misinformation on the internet.
  • AI-based virtual anchors: Some media outlets are experimenting with AI-based virtual anchors that can be cheaper than human broadcasters. 

AI for Content Security and Moderation  

  • Identify and filter out inappropriate content: This includes violent content, hate speech or copyright infringement which could result in better online safety. 
  • Personalize content moderation based on audience demographics: For example, AI can focus content control strategies that suit certain regions or specific ages. 
industry size of emerging segments in online media industry

Impact on Media Segments

  • Television & Film: Background scores for trailers, and short-form content can employ music generated by AI. Dubbing, narration and creation of multi-lingual versions of content can use AIs as voice-overs.
  • Radio & Podcasts: Personalized playlists, and background scores for radio shows can be created with the help of AI-powered music generation technology. Generating news reports using an AI-driven voiceover and creating synthetic anchors for radio broadcasts will also become a reality. Print & Digital Media: AI in music can enhance the user experience of digital publications and online content. AI-created voiceovers can be used in audiobooks, narrated articles, and creating content that is accessible to the visually impaired. 

Potential effects on listed media firms

  • Early birds catch worms: Listed media firms that adopt AI earlier than their competitors can have a competitive edge through more effective content personalization as well as workflow automation.
  • Strategic investments: Investments in AI systems for producing music and voiceovers can result in cost-saving and better-quality content.
  • Differentiation Focus: The increased use of AI by various media companies makes it necessary for creators to focus on unique and differentiating content so as not to be drowned out among each other.
  • Facing Ethical Concerns: The moral implications surrounding artificial intelligence-generated materials like job losses or intellectual property rights should be considered by the mass media organizations and those who make policies pertaining to them. 

Real time example of AI used in media and entertainment Sector:

  • Scriptbook: The tool helps movie producers to anticipate whether a movie script will be commercially successful. It looks at elements such as characters and narrative, comparing these with those of other hit films, to generate its prediction. 
  • AIVA: This is a system that creates music based on the user’s preferences. It considers the genre of music one wants and the tempo one would like it to take. Then it comes up with its own music which can be used in movies, TV shows or games.
  • DeepMotion: A software that makes animations for video games and films. Analyzing how humans move and behave, then makes game or film characters move like human beings do.
  • Ziva Dynamics: Another software for making characters in movies or video games. After knowing how muscles as well as skin work in real life, this program then makes these look alike human beings.
  • LyricFind: This is a computer search engine that assists users in finding song lyrics. You just tell it what you’d usually say when asking for lyrics and it will locate them for you.

Conclusion

These trends illustrate how Artificial Intelligence (AI) has the potential to transform the Indian creative sector into a digitally enhanced community with new ways of generating, consuming, and accessing information. Further developments in the field will create greater possibilities for future applications which may redefine how audiences interact with media produced, delivered or distributed through technology platforms.