MIL Asia Pacific Publishing Engine

Source: Government of India

Sports Minister Dr. Mansukh Mandaviya Leads 750 Participants in Special Event with Teachers at Fit India Sundays on Cycle in Delhi

Olympian Wrestlers Ravi Dahiya and Deepak Punia Join Alongside Teachers of Various Institutions in the National Capital

Posted On: 04 MAY 2025 3:05PM by PIB Delhi

The Major Dhyan Chand National Stadium here turned into a celebration of fitness and inspiration this Sunday morning as the latest edition of Fit India Sundays on Cycle witnessed enthusiastic participation from 750 participants, including teachers, athletes, Fit India influencers and fitness lovers.

Leading the charge was Union Minister for Youth Affairs and Sports, Dr. Mansukh Mandaviya, who cycled alongside Union Sports Secretary, Sh. Hari Ranjan Rao along with a powerful line-up of national icons, including Tokyo Olympics silver medalist Ravi Dahiya, Olympian and Commonwealth Games gold medalist Deepak Punia, Guinness World Record holder Rohtash Chaudhary (Push-up Man of India), and renowned mountaineer Narender Kumar, who recently conquered Mount Annapurna, the 10th highest mountain in the world at 8091 meters, in a record time of 12 days.

With this week’s theme being ‘Cycling with Teachers’, the event witnessed educators, mentors, and academic coaches from various educational institutions across the city, including schools, universities and private institutes.

“Teachers are the heroes for our students and now, you have to become heroes for Viksit Bharat. You all can make cycling a fashion and I urge all teachers to restart using cycles themselves and ask students to emulate the same. We are into the digital age but we need to also improve our physical fitness. So, we have to transition from digital activity to physical activity. This will ensure the mission of ‘Fight Against Obesity’ and the vision of Fit India and Viksit Bharat, which our Hon’ble Prime Minister Shri Narendra Modi has laid down, takes shape,” Dr. Mandaviya said while addressing the participants.

This Sunday’s event was conducted with the teachers in collaboration with our esteemed partners – the Cycling Federation of India (CFI), MY Bharat and the State Governments. The special partners included Physical Education Foundation of India (PEFI), Delhi University, CBSE and CISCE boards, Kendriya Vidyalaya, National Progressive School Conference, National Forensic Sciences University, Yogasana India, Indian Rope Skipping Foundation, and more.

Wrestling stars Ravi Dahiya and Deepak Punia shared words of encouragement with the crowd, urging youth and educators alike to incorporate physical fitness into their daily lives. “This is a very important movement started by our government to ensure physical fitness is given thorough attention. ‘Sharir is shaktimaan’ (your body is the mightiest thing) and keeping this mantra in mind, everyone should cycle at least 1-2 hours a day,” remarked Ravi Dahiya, silver medalist, Tokyo Olympics.

“I truly appreciate this movement as a commendable initiative, and I believe everyone should take up cycling as it promotes fitness and contributes to a pollution-free India,” added Deepak Punia, who narrowly missed out on a medal at the Tokyo Olympics.

Also present was Narender Kumar, fresh from his Mount Annapurna expedition. “I believe, cycling is a great start to better health. Sundays on Cycle seems like a perfect way to promote that. For me, climbing the Annapurna was undoubtedly difficult, but what made it possible was consistent efforts towards fitness. This movement also gives out that message,” he said.

The Fit India Sundays on Cycle initiative has touched 2.5 lakh participation from over 5000 locations, since its launch in December 2024. The wide expanse of the cycling drive has seen the event reach places like Andaman and Nicobar, Jammu and Kashmir, Ladakh as well as Lakshwadeep Islands. Events are simultaneously held nationwide with massive participation from SAI Regional Centres, National Centres of Excellence (NCOEs), SAI Training centres, SAI Extension centres, the Khelo India centres (KICs) and Khelo India State Centres of Excellence (KISCEs), among others.

*****

Manish Gautam/Divyanshu Kumar

(Release ID: 2126743) Visitor Counter : 63

Source: Government of India

“Rise of India’s Indigenous Sports to the Global Stage” — A Call to Celebrate and Globalize India’s Sporting Heritage, at WAVES 2025

Indigenous games are not just physical contests, but an integral part of our communities, traditions and identity: Odisha CM Mohan Charan Majhi

Khelo India initiative is a transformative force in nurturing grassroots talent and shaping the future of Indian sports: Raksha Nikhil Khadse

Posted On: 04 MAY 2025 2:50PM by PIB Mumbai

Mumbai | 4 May 2025

In a spirited and insightful panel discussion held yesterday at WAVES, Mumbai, the spotlight was turned on the rich heritage of Indigenous Sports and their growing journey from Indian heartlands to global arenas. The session, titled “Indigenous Sports: From India to the Global Stage”, witnessed the convergence of influential policymakers, celebrated athletes, sports entrepreneurs, and thought leaders united in a shared vision: to catapult India’s native games to international recognition and success.

Delivering the keynote address, Shri Mohan Charan Majhi, Chief Minister of Odisha, passionately highlighted the deep cultural roots of indigenous sports in India. “These games are not just physical contests; they are an integral part of our communities, our traditions, and our identity,” he said, expressing gratitude to Prime Minister Shri Narendra Modi for his visionary leadership towards making India a global sports powerhouse. Shri Majhi further highlighted that Odisha, home to vibrant tribal communities has preserved these ancient games and is emerging as a sports hub. “We are committed to nurturing rural talents and ensuring every gifted athlete finds a platform to shine”, he stated.

Smt. Raksha Nikhil Khadse, Union Minister of State for Youth Affairs & Sports, expressed her heartfelt gratitude to Prime Minister Narendra Modi and the WAVES platform for fostering a meaningful dialogue around this significant movement. “India has already emerged as a global ambassador of Yoga. Now, we are proudly showcasing our traditional games like Kho-Kho and Kabaddi on the international stage. The Khelo India initiative is proving to be a transformative force in nurturing grassroots talent and shaping the future of Indian sports,” she remarked. She further emphasized that sports not only promote physical well-being but also strengthen relationships and foster unity—reflecting the very essence of India’s rich cultural heritage.

Anupam Goswami, League Commissioner, Pro Kabaddi League, emphasized India’s vast potential as a sports market. “We must harness this opportunity by promoting indigenous sports, which hold immense emotional and cultural value”, he added.

Fazel Atrachali, iconic PKL athlete from Iran, shared how Kabaddi has transformed lives. “Thanks to PKL, Kabaddi has become a professional sport, giving players fame and financial security”, flagged an elated Fazel.

Nic Coward, Regulatory Chairperson, English Cricket Board, stressed the importance of globalization and modern distribution channels. “To popularize traditional sports worldwide, we must embrace digital platforms, including e-sports”, he flagged.

Sudhanshu Mittal, President of the Kho-Kho Federation, revealed that Kho-Kho is now played in 55 countries, with a target to reach over 90 nations by year’s end. “Our indigenous games are unique—requiring more strategy, stamina, and spirit. They hold immense global appeal. But they need government backing, branding, and diplomatic support”, he asserted.

Yannick Colaco, Founder of Fancode, pointed to technology as a game-changer. “Access and engagement are key. With the right tech, we can create deeper fan connections and take Indian sports global”, he added.

The session was moderated by Mantra Mugdh, who masterfully navigated the discussion, weaving together diverse insights and forward-looking strategies.

 

PIB TEAM WAVES 2025 | Rajith | Lekshmipriya | Swadhin | CShekhar |175

(Release ID: 2126741) Visitor Counter : 60

Source: Government of India

WAVEX 2025 Highlights Investment Potential of M&E Startups; working on dedicated angel network for M&E

30 startups were given one-on-one pitching opportunities at WAVES

Posted On: 04 MAY 2025 2:15PM by PIB Mumbai

Mumbai, 4 May 2025

 

WAVEX 2025, the flagship startup initiative under the World Audio-Visual Entertainment Summit (WAVES) being held in Mumbai is a promising intersection of innovation, entrepreneurship, and investment.

Shri Ashutosh Mohle, Joint Director at the Ministry of Information & Broadcasting (MIB), set the tone with a succinct overview of WAVEX, underscoring its vision of nurturing startups in the M&E space and providing a national platform to scale up their ideas.

Sandeep Jhingran, Chief Growth Officer, Internet and Mobile Association of India (IMAI), expressed satisfaction with the promising response to the initiative. “We received over a thousand applications. Thirty of them pitched directly to investors and over half of them are already in active conversations,” he revealed, emphasizing that such efforts are essential to give focused attention to M&E startups.

Investor voices added further perspective to the transformative potential of the initiative. Shri Rajesh Joshi, Venue Partner from Warmup Ventures, reflected on his personal journey from being a startup founder to becoming an investor. “Life has come a full circle…We’re now speaking with 11 startups,” he added.

Shri Mustafa Harnesswala, Founder of CABIL, highlighted the traditional reluctance in funding this space. “Many shy away from investing in media and entertainment. WAVES is shifting that mindset. We’re now working on creating a dedicated angel network for M&E, and even exploring global linkages through collaborations with international governments.”

The panel also fielded questions from the media, offering insight into the evolving startup landscape. When asked how investors differentiate meaningful content, Rajesh cited the example of “Giggle,” a startup app that is creating a platform that helps avoid cyberbullying and sexual content, calling it a benchmark for responsible innovation.

On gender representation, Sandeep acknowledged the limited participation of women entrepreneurs. “We’re committed to doing better. In the future editions we hope to see more women entrepreneurs coming in,” he added.

Expanding on the event’s format, Sandeep Jhingran shared that 30 startups were given one-on-one pitching opportunities in 2 days; Mustafa Harnesswala emphasized the need for monetization strategies for content creators, stating that initiatives like WAVES help bridge that gap.

WAVEX 2025 continues to establish itself as a game-changer in the startup ecosystem for the M&E sector, breaking old boundaries and fostering new opportunities for innovators across India.

 

For official updates on realtime, please follow us: 

On X : 

https://x.com/WAVESummitIndia

https://x.com/MIB_India

https://x.com/PIB_India

https://x.com/PIBmumbai

On Instagram: 

https://www.instagram.com/wavesummitindia

https://www.instagram.com/mib_india

https://www.instagram.com/pibindia

 

* * *

PIB TEAM WAVES 2025 | Rajith/ Poushali/ Nikhitha /Darshana | 174

(Release ID: 2126731) Visitor Counter : 127

Source: Government of India

From Policy to Practice: National Ayush Mission Delegates Immerse in Naturopathy at National Institute of Naturopathy, Nisarg Gram, Pune

From yoga demonstrations to satvik meals, delegates experience the holistic vision driving India’s traditional healthcare renaissance

Posted On: 03 MAY 2025 9:00PM by PIB Delhi

Following two days of intensive discussions and knowledge-sharing during the National Ayush Mission (NAM) Conclave 2025 at Kaivalyadhama, Lonavala, over 100 senior delegates from across the country embarked on a post-conclave institutional visit to the National Institute of Naturopathy (NIN), Nisarg Gram, Pune. The visit aimed to deepen the experiential understanding of integrative healthcare and highlight best practices in Ayush-based public health delivery.

The delegation led by Smt. Kavita Garg, Joint Secretary, Ministry of Ayush, Government of India, was joined by senior  NAM officials from across States/UTs including Shri Ranjan Kumar, Principal Secretary (Ayush), Government of Uttar Pradesh; and Shri Vivek Kumar, Special Secretary and Director General (Ayush), Government of West Bengal. Senior representatives from state governments, Ayush departments, and associated institutions were also part of the visiting group.

The program began with a warm reception at the Nisarg Gram auditorium, marked by a ceremonial lamp-lighting. Prof. (Dr.) K. Satya Lakshmi, Director, NIN, delivered a detailed presentation on the institute’s pioneering work in education, clinical services, and research in naturopathy and integrative medicine. NIN’s students and interns demonstrated Yoga which reflected the institute’s deep-rooted emphasis on wellness through traditional practices.

Delegates then undertook a guided tour of the 25-acre campus, which included visits to the hospital block, academic infrastructure, Gandhi Memorial Hall, and residential quarters. A satvik meal was served at the Annapurna Mess, thoughtfully curated to reflect the dietary philosophy of naturopathy. The visit concluded with a reflective stop at Bapu Bhavan, a serene space dedicated to Mahatma Gandhi’s ideals of self-care, simplicity, and nature-based healing.

Inaugurated by the Prime Minister Shri Narendra Modi, Nisarg Gram represents a ₹213.55 crore investment in advancing integrative health. The campus houses a 250-bed naturopathy hospital, a multidisciplinary research and extension center, and a state-of-the-art medical college offering undergraduate, postgraduate, and paramedical programs. Additional facilities include hostels, yoga halls, auditoriums, wellness cottages, and the historic Gandhi Memorial Hall, creating a holistic environment for education and healing.

The visit reinforced the role of institutions like NIN in driving evidence-based naturopathy and promoting integrative healthcare as envisioned by the Ministry of Ayush under the NAM framework.

“The visit to Nisarg Gram offered an inspiring extension to the NAM Conclave, allowing delegates to witness integrative healthcare in action. It reaffirmed our commitment to promoting evidence-based, sustainable, and Gandhian approaches within the Ayush ecosystem.” said Ms. Kavita Garg, Joint Secretary, Ministry of Ayush.

****

MV/AKS

(Release ID: 2126744) Visitor Counter : 29

Source: Government of India

Posted On: 04 MAY 2025 1:50PM by PIB Mumbai

Mumbai, 4 May 2025

 

Union Minister of State for Information & Broadcasting and Parliamentary Affairs, Dr. L Murugan released five significant Reports that collectively present a comprehensive overview of India’s dynamic and rapidly evolving media and entertainment ecosystem, at the ongoing WAVE Summit in Mumbai, yesterday.

Prepared by reputed national and international Agencies, these Reports provide valuable insights into the creator economy, content production, legal frameworks, live events industry, and data-backed policy support.

Statistical Handbook on Media & Entertainment 2024-25

The Statistical Handbook prepared by the Ministry of Information & Broadcasting serves as an essential resource for data-driven policy and decision-making. It captures sectoral trends, audience behaviour, revenue growth patterns, and regional and national trajectories. The handbook is designed to inform and guide future policymaking and industry strategies, ensuring that they remain grounded in empirical evidence and practical realities. Highlights of the Handbook include:

• Publications registered with PRGI: increased from 5,932 in 1957 to 154,523 in 2024–25, with a Compound Annual Growth Rate (CAGR) of 4.99%.
• Books brought out by Publications Division: 130 books published in 2024–25 on themes such as children’s literature, history, freedom struggle, science, environment, and biographies.
• Doordarshan Free Dish: Expanded from 33 channels in 2004 to 381 in 2025.
• DTH Service: Achieved 100% geographical coverage by March 2025.
• All India Radio (AIR):
• • Now reaches 98% of India’s population (as of March 2025).
  • Number of AIR stations grew from 198 in 2000 to 591 in 2025.
• Private Satellite TV Channels: Increased from 130 in 2004–05 to 908 in 2024–25.
• Private FM stations rose from 4 in 2001 to 388 by 2024; the report provides a state-wise breakup as of March 31, 2025.
• Community Radio Stations (CRS): Expanded from 15 in 2005 to 531 in 2025, with state/district/location-wise details included.
• Film Certification: The number of Indian feature films certified grew from 741 in 1983 to 3,455 in 2024–25, with a cumulative total of 69,113 films certified by 2024–25.
• Film Sector Developments: Includes data on awards, international film festivals, and documentaries produced by NFDC.
• Digital Media and Creator Economy: Covers achievements under WAVES OTT, establishment of the Indian Institute of Creative Technologies (IICT), and the Create in India Challenge (CIC).
• Landmark Chronology: Features significant milestones in the Information and Broadcasting sector including the establishment of PRGI, Akashvani, Doordarshan, INSAT-based TV services, and private FM radio.
• Skilling Initiatives: Information on training and capacity-building programmes under the Ministry.
• Ease of Doing Business: Measures implemented to facilitate simplified and transparent processes for media and content creators.

‘From Content to Commerce: Mapping India’s Creator Economy’ – Report by Boston Consulting Group (BCG)

The Report  highlights the unprecedented scale and impact of India’s creator economy in the digital era. With 2 to 2.5 million active digital creators, India is home to one of the world’s fastest-growing creator ecosystems. These creators already influence more than $350 billion in annual consumer spending—a figure projected to triple and exceed $1 trillion by 2030.

The report urges stakeholders to look beyond numerical metrics and acknowledge the evolving role of creators as storytellers, culture-shapers, and economic drivers. For businesses, this shift implies moving away from transactional influencer engagements and building long-term partnerships rooted in authenticity, trust, and creative agility.

‘A Studio Called India’ by Ernst & Young – Envisions India as a Global Content Hub

The Report presents India not just as a content-consuming nation but as a studio to the world. It underlines India’s strengths — linguistic diversity, cultural richness, and a technologically adept talent pool — which position the country to create narratives that transcend borders.

India offers a 40% to 60% cost advantage in animation and VFX services, supported by a large, skilled workforce. The report also notes the increasing international appeal of Indian storytelling, with up to 25% of views on Indian OTT content now originating from overseas audiences. This phenomenon is not merely commercial—it represents a moment of cultural diplomacy, wherein India’s stories are forging emotional and cultural connections across continents.

‘Legal Currents: A Regulatory Handbook on India’s Media & Entertainment Sector 2025’ by Khaitan & Co

Recognizing that creativity must be complemented by regulatory clarity, Khaitan & Co. has prepared a detailed legal and regulatory handbook for the media and entertainment sector. Designed as a practical guide for producers, studios, influencers, and platforms, the handbook covers a range of key legal issues such as:

• Compliance norms for both domestic and foreign entities
• Incentive schemes for international productions
• Legal frameworks around influencer marketing and digital content
• Definitions and taxation implications in the gaming sector, including GST
• Protection of celebrity rights
• Ethical considerations and regulatory treatment of AI-generated content

This handbook is intended to equip stakeholders with tools for confident, compliant, and responsible engagement in the creative economy.

Whitepaper on India’s Live Events Industry

The White Paper on India’s Live Events Industry underscores the sector’s robust growth and shifting consumer dynamics. With a 15% year-on-year growth rate, the industry added ₹13 billion in revenue in 2024 alone.

The report notes that nearly half a million fans are now travelling between cities to attend events, reinforcing the emergence of event-based tourism in India. There is a rising demand for premium and curated experiences, and Tier-2 cities such as Shillong, Vadodara, and Jamshedpur are emerging as cultural centres.

To support and scale this momentum, the whitepaper highlights the need for:

• Upgraded event infrastructure
• Streamlined and simplified licensing processes
• Stronger and more transparent music rights frameworks
• Formal recognition of the live events sector under MSME and creative economy policies.

The Report calls for a strategic reimagining of India as not just a spectator in the global cultural arena, but a key stage in the international spotlight.

The launch event was attended by Shri Sanjay Jaju, Secretary, Ministry of Information and Broadcasting; Shri R.K. Jena, Senior Economic Advisor, MIB; Smt. Meenu Batra, Joint Secretary, MIB; and Shri Prithul Kumar, Joint Secretary, MIB and MD, NFDC. Representing the Knowledge Partners, Shri Vipin Gupta, Managing Director & Partner, Boston Consulting Group, Ms. Payal Mehta, Partner, Boston Consulting Group; Shri Ashish Pherwani, Partner, Ernst & Young; Shri Amiya Swarup, Partner, Ernst & Young; Ms.Tanu Banerjee, Partner, Technology and Media, Khaitan & Co; Shri Ishan Johri Partner Khaitan & Co; Shri Vinod Janardhan, Director, EVENTSFAQ Live; Shri Deepak Chaudhury MD, EVENTS FAQ also attended the event in Mumbai

Union Minister of State, Dr.L.Murugan (@Murugan_MoS) and Sanjay Jaju (@sjaju1), Secretary @MIB_India launch Reports at #Waves2025 on:-

▪️ Statistical Handbook on Media & Entertainment Sector 2024-25

▪️ From Content to Commerce: Mapping India’s Creator Economy

▪️A Studio Called… pic.twitter.com/iI4vKeyj5X

— PIB India (@PIB_India) May 3, 2025

 

For official updates on realtime, please follow us: 

On X : 

https://x.com/WAVESummitIndia

https://x.com/MIB_India

https://x.com/PIB_India

https://x.com/PIBmumbai

On Instagram: 

https://www.instagram.com/wavesummitindia

https://www.instagram.com/mib_india

https://www.instagram.com/pibindia

* * *

PIB TEAM WAVES 2025 | Rajith/ Lekshmipriya /Darshana | 173

(Release ID: 2126724) Visitor Counter : 80

Source: Government of India

Safeguard your credibility, define your boundaries, communicate honestly – WAVES Panel Advises the Influencers in Social Media

WAVES 2025 Outlines Best Practices for Social Media Advertising for Influencers

Posted On: 04 MAY 2025 1:39PM by PIB Mumbai

Mumbai, 4 May 2025

 

A dedicated breakout session on Best Practices for Social Media Advertising for Influencers was held on Day 4 of the World Audio Visual and Entertainment Summit (WAVES) 2025 at the Jio World Convention Centre in Mumbai today.

The panel comprised Ms. Saheli Sinha, Director, ASCII; Ms. Shibani Akhtar, Film Actor and Influencer; Shri Mayank Shekhar, Entertainment Journalist; and Shri Vinay Pillai, Chief Business Officer, Pocket Aces. The session was moderated by Smt. Tanu Banerjee, Partner, Khaitan & Co.

Deliberations focused on the growing role of influencers in the digital economy, and the ethical, creative, and legal frameworks required to strengthen the credibility of influencer advertising. The panel emphasised that authenticity, transparency, and content responsibility are key pillars for sustainable influencer marketing.

Ms. Shibani Akhtar highlighted the importance of staying true to one’s voice while creating branded content. She stated that effective influencer marketing requires creators to be involved in the content and branding process and to ensure that campaigns reflect personal belief and purpose. She urged influencers to build their brand organically and maintain authenticity as the foundation of all partnerships.

Advising creators to adopt platform-specific strategies and avoid a one-size-fits-all approach, Shri Vinay Pillai explained that each digital platform offers a different kind of audience engagement and demands tailored storytelling techniques. He stressed the importance of building a brand consciously, staying credible, and making data-informed content decisions that resonate with target audiences.

Shri Mayank Shekhar spoke on the evolution of digital influence and the blurring lines between celebrity and creator culture. He pointed out that in the current era, influence is not restricted to film and television but is now platform-led and niche-driven. He cautioned creators to safeguard their credibility and refrain from spreading misinformation or duplicating others’ work. He underscored the importance of integrity and fact-checking in sponsored content.

Ms. Saheli Sinha stated that influencers must be transparent about their partnerships and disclose whether a post is paid or promotional. She advocated for influencers to develop content that is ethical, informative, and reflective of their audience’s trust. She also shared that ASCII runs educational programmes to guide emerging creators on legal obligations, advertising standards, and content responsibility.

The panel collectively recommended that content creators should define their boundaries, communicate honestly with their followers, and stay aligned with advertising guidelines and platform regulations. Building a long-term relationship with audiences, they said, relies heavily on trust and clarity in advertising intent.

The session concluded with a strong endorsement of formalised best practices for influencer advertising and a call for continued industry efforts to promote transparency and professionalism in the digital advertising ecosystem.

 

For official updates on realtime, please follow us: 

On X : 

https://x.com/WAVESummitIndia

https://x.com/MIB_India

https://x.com/PIB_India

https://x.com/PIBmumbai

On Instagram: 

https://www.instagram.com/wavesummitindia

https://www.instagram.com/mib_india

https://www.instagram.com/pibindia

 

* * *

PIB TEAM WAVES 2025 | Rajith/ Lekshmipriya/ Navin/ Darshana | 172

(Release ID: 2126715) Visitor Counter : 76

Source: Government of India

Content Piracy is no longer a localised issue but a global economic threat – Global Experts discuss measures to curb piracy, at WAVES 2025

Stakeholders Call for Centralized Anti-Piracy Task Force and Advanced Technology

Posted On: 03 MAY 2025 10:40PM by PIB Mumbai

Mumbai, 3 May 2025

 

At the ongoing WAVES 2025 conclave, a critical session titled “International Rights Holders’ Perspectives on Content Protection Strategies and Synergies” brought together global stakeholders to address the escalating threat of digital piracy and explore collaborative approaches to content protection.

Mr. Rajkumar Akella, noted filmmaker and anti-piracy advocate from the Telugu film industry, opened the discussion by emphasizing the vulnerability of regional cinema to piracy due to its expanding popularity. He highlighted the proactive efforts by the Telugu film industry, including the establishment of a dedicated Anti-Piracy Cell and Digital Piracy Team.

Ms. Dawn Barriteau and Ms. Jihi Lee, international rights experts, underscored that piracy has evolved into a sophisticated, cross-border cybercrime. They noted the alarming shift from physical piracy to digital forms—facilitated by torrent sites, direct downloads, and social media platforms like Telegram. Ms. Lee added that in today’s ecosystem, piracy is no longer a localised issue but a global economic threat.

Highlighting emerging digital trends, speakers pointed out that while Korean content (K-dramas and K-pop) is widely consumed in India, their monetization models are driven by legitimate viewer engagement and brand collaborations, not piracy metrics. Conversely, Indian cinema is enjoying growing popularity in countries like Japan, opening both opportunities and risks on the international piracy front.

The session also examined how piracy funds broader criminal activities, including financial fraud and cybercrime. The discussion focused on addressing piracy through a comprehensive, global strategy. Key recommendations included the formation of a centralized anti-piracy task force with international representation to coordinate efforts across borders. There was also a call for increased investment in advanced digital monitoring and enforcement technologies to more effectively detect and prevent piracy. The speakers unanimously agreed that piracy is not just an economic loss but also poses a long-term threat to innovation, investment, and global cultural exchange.

 

For official updates on realtime, please follow us: 

On X : 

https://x.com/WAVESummitIndia

https://x.com/MIB_India

https://x.com/PIB_India

https://x.com/PIBmumbai

On Instagram: 

https://www.instagram.com/wavesummitindia

https://www.instagram.com/mib_india

https://www.instagram.com/pibindia

 

* * *

PIB TEAM WAVES 2025 | Rajith/ Lekshmipriya/ Edgar/ Darshana | 171

(Release ID: 2126700) Visitor Counter : 42

Source: Government of India

OTT’s Next Leap: AI, Interactivity, and Personalization Shape the Future of Streaming

WAVES 2025 panel discusses how technology is redefining content journeys across India’s digital entertainment space

Posted On: 03 MAY 2025 10:30PM by PIB Mumbai

Mumbai, 3 May 2025

 

In a conversation charged with vision and verve, the panel discussion “OTT Revolution: How AI, Personalization & Interactive Content Are Changing the Streaming Landscape” at WAVES 2025 brought together some of the most influential minds in the streaming industry. Moderated by Rohit Jain, President of Lionsgate Play Asia, the discussion explored how India’s deep storytelling legacy is undergoing a powerful transformation, as artificial intelligence and interactivity reshape how stories are told, delivered, and experienced.

Opening the session, Rohit Jain paid homage to India’s storytelling heritage and spoke of the fascinating shift underway and how technology is transforming not just what we watch but how we connect through stories.

Gaurav Gandhi, Vice-President for Asia-Pacific & MENA spoke of personalization as a layered process. “We begin by understanding what viewers want—their moods, their taste patterns. And in a multilingual country like ours, it’s also about enabling linguistic exploration,” he said.

Monika Shergill described today’s content landscape as a first in human history—a convergence of creativity and machine learning. “You may come for crime thrillers, but you also see what’s trending. The goal is to serve the viewer while building a shared cultural pulse,” she said.

For Bharath Ram, viewer behavior leaves a trail. “Most people, like Sherlock Holmes’ suspects, leave clues when they visit a platform. We follow those clues to recommend content -regional, niche, popular, everything that keeps them engaged,” he noted.

The discussion then turned to storytelling itself. Gaurav Banerjee, MD & CEO, Sony Pictures Networks India, invoked the enduring strength of a good story. “When something resonates with the moment, audiences will find it. The belief in blockbusters is about identifying stories and storytellers that meet the cultural moment head-on,” he noted, referencing homegrown cinematic successes that defied larger industry downturns.

Reflecting on the dramatic evolution from linear formats to creator-led ecosystems, Neeraj Roy highlighted the aggregation brought by digital platforms. “From music videos to massive creator universes, platforms like YouTube transformed everything. Now, with generative technologies, we stand at the edge of something even bigger,” he said.

The conversation then turned to interactivity. Gaurav Gandhi explained that Prime Video uses interactive features that enhance, rather than disrupt, the story. “You give just enough, never too much, to feed the fan journey,” he shared.

Monika Shergill elaborated on how Netflix has embraced interactivity, especially through its foray into gaming. “Immersion is the new engagement. And personalization helps every great story travel further,” she said.

Rohit Jain also raised the question of how great stories are discovered. Gaurav Banerjee responded that storytellers often find their voice organically. “The world is shifting. Take Bhuvan Bam, he found his moment, his voice. We just need to recognize those moments and play to them,” he said.

Monika Shergill closed by pointing to the untapped potential of India’s creative landscape. “We haven’t explored India enough. The human capital here is extraordinary.  Purpose-driven AI, paired with rich storytelling, can create value that lasts,” she said.

The panel closed on a note of optimism, about technology, but more importantly about imagination, immersion, and India’s boundless creative spirit.

 

For official updates on realtime, please follow us: 

On X : 

https://x.com/WAVESummitIndia

https://x.com/MIB_India

https://x.com/PIB_India

https://x.com/PIBmumbai

On Instagram: 

https://www.instagram.com/wavesummitindia

https://www.instagram.com/mib_india

https://www.instagram.com/pibindia

 

* * *

PIB TEAM WAVES 2025 | Rajith/ Lekshmipriya/ Nikhitha/ Darshana | 170

(Release ID: 2126694) Visitor Counter : 43

Source: Government of India

APEDA mulls Export Growth Strategy for Agri and Processed Foods, calls stakeholders for a Chintan Shivir

Govt committed to reducing logistical barriers and enhancing market access for Indian agri and processed food products: Shri Sunil Barthwal, Secretary Department of Commerce

Posted On: 04 MAY 2025 1:20PM by PIB Delhi

Government is committed to reducing logistical barriers and enhancing market access for Indian agri and processed food products. This was stated by Shri Sunil Barthwal, Secretary Department of Commerce, in his address at a high-level Chintan Shivir organized by Agricultural & Processed Food Products Authority(APEDA) in New Delhi.

Shri Barthwal pointed out that “Academia and Research institutions must be a part of multisectoral consultations so that Research and Development can be a major focus for innovation and sustainability in agri exports.” He emphasised that, agricultural production and productivity both are the need of the hour. He reaffirmed the Ministry’s commitment to further deliberate on the ideas and strategies discussed during the sessions.

The consultative dialogue brought together senior officials from the Union Government, Central Ministries, representatives from State Governments, policy experts, industry leaders from Agri trade and Processed Foods sector to deliberate on strategies for enhancing the export of Agricultural And Processed Food Products from India.

The inaugural session of the Chintan Shivir was co- chaired by Shri Sunil Barthwal, Secretary of Department of Commerce, and Shri Subrata Gupta, Secretary of Ministry of Food Processing Industries (MoFPI). The session was also graced by the Special Secretary, Department of Commerce Shri Rajesh Agrawal, Additional Secretary, Department of Animal Husbandry & Dairying, Smt. Varsha Joshi, and other senior officers of the Union and State governments, policymakers and industry leaders.

In his opening remarks, Secretary of Ministry of Food Processing Industries (MoFPI), Shri Subrata Gupta highlighted the importance of infrastructure development and value addition to ensure sustainable export growth. He emphasised that there is a need to develop infrastructure, Sanitary and Phytosanitary standards at par with international norms, tariff plans and more synergy between Union Government, State Government, various departments and Industry stakeholders. He identified key potential products and sectors for processed foods exports like Alcoholic Beverages, Nutraceuticals and Value-Added Products.

The Special Secretary, Ministry of Commerce & Industry, Shri Rajesh Agrawal, emphasized the critical role of synergistic efforts among Union government, State Government, industry stakeholders and farming communities in realizing India’s agri-export potential. He emphasised on the need to have a more synergetic approach amongst various stakeholders to take new agriculture, processed food and Value Added Products to new geographies.

This Chintan Shivir is a first, one of its kind collaborative dialogue facilitated by the Ministry of Commerce and Industry and APEDA with over 70 stakeholders from the Union Government, State Governments, Industry Leaders and Line Ministries at Vanijya Bhawan. 14 States from across the country namely Andhra Pradesh, Bihar, Chhattisgarh, Gujarat, Haryana, Punjab, Maharashtra, Madhya Pradesh, Rajasthan, Telangana, Tamil Nadu, Uttarakhand, Uttar Pradesh and West Bengal participated in the inaugural session. Industry Leaders of Agri and Processed Food sectors were represented by LT Foods, KRBL, Amul, Organic India, ITC, Meatzza, Suguna Foods, Kaybee, TPCI, Organic India, Allanasons, Fair exports, HMA exports, amongst others participated in the dialogue.  

The Shivir was divided into five parallel technical breakout sessions focusing on specific Agri-Trade Commodities and Processed Food sector, as under:

• Basmati and Non-Basmati Rice: engaged states such as Punjab, Haryana and Telangana as well as industry giants like LT Foods and KRBL. The discussion addressed export barriers, financial and policy support and branding strategies for Indian rice.
• Animal Products: brought together key exporters and state representatives to identify value chain improvements and international compliance strategies.
• Horticulture with participation from states like Maharashtra, Tamil Nadu and Andhra Pradesh as well as companies such as Kaybee, explored ways to enhance quality, improve logistics, and strengthen industry-academia linkages.
• Processed Foods: involved stakeholders like Britannia and Haldiram’s focusing on value addition, regulatory streamlining and branding of Indian products globally.
• Organic Products: discussed opportunities in expanding India’s footprint in global organic markets with contributions from Organic India, AMUL, ITC, and regulatory bodies like FSSAI.

****

Abhishek Dayal/Abhijit Narayanan

(Release ID: 2126702) Visitor Counter : 95

Source: Government of India

India Set to Lead Global Land Reform Talks during 5th to 8th May, 2025 at World Bank Headquarters in Washington, DC

SVAMITVA and Gram Manchitra to be showcased at the World Bank Land Conference themed ‘Securing Land Tenure and Access for Climate Action’

Posted On: 04 MAY 2025 12:35PM by PIB Delhi

A high level Indian delegation is set to present its transformative SVAMITVA Scheme and Gram Manchitra platform at the World Bank Land Conference 2025, taking place from 5th to 8th May at the World Bank Headquarters,  Washington, D.C. in the United States of America. Led by Shri Vivek Bharadwaj, Secretary, Ministry of Panchayati Raj (MoPR), and comprising of Joint Secretary, MoPR Shri Alok Prem Nagar, Additional Surveyor General, Survey of India Shri Shailesh Kumar Sinha, along with senior officials from Maharashtra and Uttar Pradesh, the delegation will present its flagship SVAMITVA (Survey of Villages and Mapping with Improvised Technology in Village Areas) Scheme at two key sessions during the upcoming international forum on land governance.

This year’s World Bank Land Conference, themed “Securing Land Tenure and Access for Climate Action: Moving from Awareness to Action”, will bring together global leaders, policymakers, experts and development partners to explore strategies for securing land tenure, modernizing land administration for sustainable development and climate-responsive governance. Under India’s flagship SVAMITVA Scheme that provides legal ownership of rural properties using drones and geospatial technology, property cards to over 24.4 million households across 1.6 lakh villages have been issued, mapping over 100 million property parcels and unlocking an estimated $1.162 trillion (Approx. 100 crores) in land value. India will play a key role at the World Bank Land Conference 2025, wherein SVAMITVA Scheme will be spotlighted as a transformative model of rural empowerment through drone mapping, high-accuracy geospatial data, and platforms like Gram Manchitra for climate-aligned planning. With applications in tax administration, infrastructure, and disaster preparedness, SVAMITVA exemplifies inclusive, tech-driven governance. India’s leadership in digital land reforms and its commitment to South-South collaboration will be central to the global dialogue on scalable and people-centric land solutions. The conference agenda includes high-level plenary sessions, regional workshops, thematic exchanges, and an innovation expo, all focused on accelerating secure land access, modernizing land administration systems, and driving climate-responsive governance. Sessions will highlight best practices, operational strategies, and cutting-edge research to scale up reforms in land tenure, promote the use of geospatial technologies, and build resilience in the face of climate challenges.

Secretary, Ministry of Panchayati Raj Shri Vivek Bharadwaj, will represent India as a Country Champion in the Plenary Session on “Good Practices and Challenges in Land Tenure and Governance Reform” wherein SVAMITVA Scheme’s impact on rural property rights, women’s empowerment, and dispute resolution, contributing to global discussions on SDG Target 1.4.2 (Proportion of total adult population with secure tenure rights to land, (a) with legally recognized documentation, and (b) who perceive their rights to land as secure, by sex and type of tenure) will be discussed. Shri Alok Prem Nagar, Joint Secretary, Ministry of Panchayati Raj, will lead a Technical Session on “Establishing the Land Foundation for Climate Action and Disaster Risk Management” wherein India’s Gram Manchitra platform, which utilizes SVAMITVA’s high-resolution spatial data to support village-level planning, solar energy site selection, disaster mitigation and rural development will be showcased.

India’s participation in the 2025 World Bank Land Conference marks a significant milestone in global rural land governance. Earlier, in March 2025, India hosted a six-day International Workshop on Land Governance with delegates from 22 countries, where SVAMITVA drew strong interest for its digital mapping and geospatial approach, with several nations expressing intent to collaborate.

For more information, click below for speech excerpts of Hon’ble Prime Minister Shri Narendra Modi on SVAMITVA Scheme:

https://pib.gov.in/PressReleasePage.aspx?PRID=2094008

***

Aditi Agrawal

(Release ID: 2126696) Visitor Counter : 152