India's media and entertainment sector is experiencing exponential growth, driven by the rise of digital platforms like YouTube, Instagram, and other streaming platforms and the flourishing content creator ecosystem. As more consumers turn to online media, India's digital content consumption has surged, making the country one of the fastest-growing markets for entertainment.
YouTube & Meta in particular, has become a central hub for content creators, offering a platform for diverse voices and innovative content. With over 500 million active internet users, India is witnessing a boom in creator-driven channels across genres like education, lifestyle, entertainment, and tech. At the WAVES (World Audio Visual and Entertainment Summit) in New Delhi on August 22nd, Union Minister for Broadcasting, Electronics, and IT, Mr. Ashwini Vaishnaw, highlighted the Union Government's commitment to fostering India's burgeoning content creator economy. He emphasized the government's rigorous efforts to implement world-class facilities, aiming to enhance the growth and capabilities of content creators across the nation.
Mr. Vaishnaw also acknowledged the emerging wave of new creators, a group increasingly recognized on national and international platforms. Prime Minister Narendra Modi, during the first-ever National Creators Awards at Bharat Mandapam in March 2024, praised these creators for showcasing India's rich heritage, culture, traditional healthcare, and diverse cuisine to the world.By encouraging this vibrant ecosystem, the Union Government aims to ensure that India's content creators continue to thrive, contributing significantly to both the digital economy and the global cultural landscape.
At a landmark event attended by I&B Secretary Sanjay Jaju, Additional Secretary Neerja Shekhar, FICCI Director-General Jyoti Vij, and Biren Ghose, Vice Chairman of the CII National Committee on Media & Entertainment, the Indian government reaffirmed its commitment to nurturing the country's burgeoning creative ecosystem. The gathering, which brought together key industry leaders and government officials, marked a significant milestone in India's mission to elevate its media and entertainment sectors.
Mr. Sanjay Jaju emphasized that this initiative aligns with Prime Minister Narendra Modi's visionary call of "Design in India, Design for the World," as articulated during his 78th Independence Day address. This initiative underscores India's ambition to not only produce world-class content but also to establish itself as a global hub for creative talent.
One of the key highlights of the event was the launch of the first season of the ‘Create in India’ challenges, an initiative designed to foster creativity and innovation across various domains. The challenges include an Anime Challenge by the Media and Entertainment Association of India, an Animation Filmmakers’ Competition by Dancing Atoms, a Game Jam by the India Game Developer Conference, and an Esports Tournament by the Esports Federation of India. Other challenges include City Quest: Shades of Bharat by the E-gaming Federation, a Handheld Educational Video Game Development contest by the Indian Digital Gaming Society, a Comics Creator Championship by the Indian Comics Association, and a Young Filmmakers’ Challenge by the Federation of Indian Chambers of Commerce & Industry (FICCI) in collaboration with Whistling Woods International.
These initiatives are expected to harness the immense creative potential of Indian talent, providing them with platforms to showcase their work on both national and international stages. By integrating cutting-edge technology and encouraging innovative storytelling, the 'Create in India' challenges aim to propel India's media and entertainment sector into a new era of growth and global recognition. This initiative not only promotes India’s rich cultural heritage but also contributes to the broader ‘Atmanirbhar Bharat’ mission by building a self-reliant creative industry that can compete on a global scale.