CII Big Picture Summit

6th Edition
1www.ciibigpicture.in
CII BIG PICTURE
SUMMIT
CII BIG PICTURE SUMMIT 2017 | DECEMBER 5 - 6, 2017 HOTEL LEELA PALACE, NEW DELHI | FOR PRIVATE CIRCULATION ONLY
Towards $100 billion Indian M&E Sector
M&E: The DIGITAL
TAKEOVER
6th Edition
T
he Sixth Edition of Big Picture
Summit 2017 the flagship event of
CII for the M&E industry is set to
deliberate on the digital transformation
which is emerging as the key to deliver
new business value to small and big M&E
enterprises across verticals thus
setting the tone for the future growth
of the industry. The Summit will bring
together leading minds of the M&E
sector to navigate a successful
growth path at a time when digital
transformation, convergence of
technology and disruptive ideas are
changing the rules of the game. But to tap
the full potential of the sector the industry
needs to re-caliberate its strategy to fill
the gaps of knowledge and skills
keeping in view the future demand.
On this occasion, CII-BCG will release
a report, Media & Entertainment: The
Nucleus of India’s Creative Economy,
which encapsulates the strong growth of
the M&E sector and the need to address
large talent and skill gaps. The CII-BCG
report estimates that M&E industry will
be able to generate a direct and indirect
employment of 4 million jobs in the next
four to five years.
Over 50 speakers will deliberate and
do a reality check on the media and
entertainment industry which is at the
cusp of disruptive transformation.
Sight Fixed on
the M&E Growth
The sixth edition of the CII Big Picture
Summit is taking forward the agenda of
the past editions with eyes set on the fu-
ture to realise the $100 billion dream for
the M&E industry in the next five to seven
years.
This year’s theme, ‘M&E: The Digital
Takeover’, clearly shows our intent to
address the digital disruptions taking
place in the M&E industry and the need
to align our strategy to tap potential op-
portunities coming our way.
I am sure that we all agree that tech-
nology today is bringing irreversible
transformation to the media and enter-
tainment industry, and without taking
into account the fast evolving consumer
demand and ever changing skills in ful-
filling it creatively, the dream of making
India a global M&E hub will be difficult
to achieve.
There is an urgent need to address the
large talent and skill gaps in the M&E
sector,whichhasthepotentialtocreate4-5
million new jobs in the next five years.
Therefore, we seek concerted efforts
by the government and industry stake-
holders to create a large and skilled
workforce to take the industry to the
next stage of growth.
Skilling for Big Future
The 6th edition of CII Big Picture Summit 2017 seeks to create a knowledge-
driven future-ready entertainment economy and to achieve this, the Indian M&E
sector requires to adopt transformation driven by technological advancements and
disruptions and re-calibrate its strategy by skilling its workforce for newer challenges
10 Media Trans-
formations for
2018 and
Beyond
Monetizing
Digital News,
Content and
Media
Invest in India:
Scripting M&E’s
growth story to
100 billion
How Internet
and social
media are
changing
culture
Media: Develop-
ing Sports to
Fuel Ambition
Promoting
Creative
Expression
Connecting cul-
tures through
Movies - a way
forward for
India and China
Connected
India is Digital
India
KEYSESSIONS
Mr Amitabh Kant, Chief
Executive Officer, NITI Aayog
Mr Sudhanshu Vats,
Chairman, CII National Committee on
Media & Entertainment & Group CEO,
Viacom18 Media Pvt. Ltd.
Mr Ronnie Screwvala,
Entrepreneur and Philanthropist
Co-founder, UpGrad Ms Kajol, Indian Film Actress
Mr S.K. Gupta Secretary,
Telecom Regulatory Authority of
India (TRAI)
Mr Uday Shankar, Chairman
and CEO Star India Pvt. Ltd.
Mr Shashi Shekhar Vempati,
CEO, Prasar Bharati
Mr Rajiv Aggarwal , Joint
Secretary DIPP Ministry of
Commerce & Industry
Fulfilling
Aspirations
of New India
The Indian M&E industry is excited
to see one of its home grown talents
Smriti Irani becoming the country’s Information & Broadcast
Minister. CII will work closely with the Ministry to accelerate
the growth of Indian M&E sector and help in taking new policy
initiatives.
The Minister had recently said that it would be her endeav-
our to promote the concept of “Design Thinkers” for content
generation in the digital space in the light of the growing use
of technology by the young generation in the areas of Internet,
Mobile Content, Animation & Gaming.
This would also incorporate the elements of the New India
vision envisaged by the Hon’ble Prime Minister by 2022.
It would be the
endeavour of the
I&B Ministry to
promote the
concept of “
Design Think-
ers” for content
generation in the
digital space in
the light of the
growing use of
technology by the
young genera-
tion in areas of
internet, mobile
content and Ani-
mation & Gaming.
Mr Chandrajit Banerjee, Director General
Confederation of Indian Industry (CII)
Ms Smriti Irani, Minister for Information &
Broadcasting and Textiles

6th Edition
2 www.ciibigpicture.in
Highlighting the importance of
communication technologies
being used today, I&B Secretary
Mr N.K. Sinha has said that they
were important tools to provide
effective messaging, content and
facilitate continuous dialogue with
the target groups.
Addressing CEOs at CASBAA
Convention at Macau, Mr Sinha
emphasized the vital role of pub-
lic broadcaster Prasar Bharati
in facilitating two-way interface
between the state and the citizen.
He lauded the role of DD Free Dish
in attaining the overall objective of
informing different target segments
through varied content.
Referring to the changing media
landscape, Mr Sinha said that in
the changed landscape, the citizen
had become an important stake
holder and participant in the gov-
ernance process. For the overall
POLICY
MAKERS
AT CII BIG
PICTURE
SUMMIT
The CII Big Picture Summit has
received invaluable support from the
government and policymakers who
ﬁrmly believe that soft power of In-
dia’s M&E sector can play a key role in
strengthening the Indian economy.
They have been working in tandem with
the leaders of M&E industry to under-
stand the relevant issues, clear bottle-
necks and create a favourable policy
environment to help the industry grow
from the current $20 billion to $100 bil-
lion. Their role in creating a roadmap for
the M&E industry has been immense
Technology Changing Media
Landscape: I&B Secretary
Mr Arun Jaitley, Minister for Finance and Corporate Affairs Mr Venkaiah Naidu, Vice-President of India
Ms Nirmala Sitharaman, Minister of Defence
Mr Ravi Shankar Prasad, Minister for Law and Justice; and Electronics and Information
Technology
Mr Manoj Sinha, Minister of State (independent charge) of the Ministry of
Communications, Minister of State in the Ministry of Railways Col. Rajyavardhan Singh Rathore, Minister of State (independent charge), Youth Affairs and Sports; and
Information and Broadcasting
Mr N. K. Sinha, Secretary in the Ministry of
Information & Broadcasting
Mr Prakash Javadekar, Minister for Human Resource Development
growth of M&E Sector, providing
regional content in local languages
is important for all major platforms.
Mr Sinha said that the future
growth parameters in the media
space depended on the devel-
opment architecture of regional
media. Thanks to technological
changes, local and regional out-
reach and the varied tastes of dif-
ferent segments, the promise and
scope for expansion is immense,
he said. It is imperative to balance
the need and requirements of dif-
ferent stakeholders to ensure the
ﬂow of quality information to the
people, Mr Sinha stressed.
For the overall growth
of M&E Sector, providing
regional content in local
languages is important
for all major platforms
*Over the years, Union Ministers shown in the images have attended the CII Big Picture Summit

6th Edition
Need National
Media &
Entertainment
policy to achieve
explosive growth
similar to sectors
like IT & Telecom
which were backed
by supportive
policy regime
Stringent Copyright
& IPR protection:
Copyright and IPR
laws should be
strictly implemented
Give potential
investors a clear
roadmap for the
next decade
Build M&E into an
economic pow-
erhouse & target
growing contribu-
tion to 3% of GDP
THE GROWTH GAMEPLAN
CII, considering the employment potential that exists in the M&E sector, feels infrastructure
status has to be seriously considered
CII will work closely with the Ministry of I&B on im-
proving screen density, skill initiatives, digitization,
and pave way for Digital India. The M&E sector offers
tremendous revenue and employment opportunities
and collaboration between Centre and States is criti-
cal to address the growing needs of the sector.
COLLABORATION BETWEEN
CENTRE & STATES
Grant of infrastructure status for media broadcast-
ing and content distribution sector is pertinent
because there is a lot of convergence between
telecom and media. Telecom enjoys a level playing
field and it is time the same is granted to informa-
tion sector.
LEVEL PLAYING FIELD NEEDED
The M&E industry is witnessing visible changes in
ease of doing business. There is a need to create
an online, time-based, single-window, transparent
mechanism for receiving licensing and permissions
-- for channels, film certification, satellite band-
width and film shooting.
EASE OF DOING BUSINESS
The Cinematograph Act of 1952 has to be made
contemporary to meet the present day challenges
and make the entire film certification process trans-
parent and speedy. Shyam Benegal committee has
submitted its report on the revamp of CBFC and
has asked for amendment of several sections of the
archaic Cinematograph Act of 1952.
FROM ARCHAIC TO UPDATED
Chasing the $100 Billion Dream
The industry is witnessing robust
growth and the need of the
hour is to look at our industry from
the perspective of ‘convergence’.
This alone will recognize our role
as a force multiplier. We will soon
see the kind of consolidation being
witnessed in the West and the
$100 billion target will become an
attainable reality.
The regulatory framework must
The beauty of the Media and
Entertainment is that it does not
place massive demands on techni-
cal and educational infrastructure.
Most of us are born with the cre-
ative skills and this can be honed
with marginal investment.
This is quite unlike creating a pool
of doctors, engineers and soft-
ware programmers. We all know
about the college drop-outs who
have gone on to create enduring
businesses – be it Microsoft or
Facebook. While maybe not at that
scale, the number of drop-outs
who get embraced by the M&E
industry and go on to be success-
ful is a story waiting to be told.
So, whether it is the industry or
society this is a goal worth pursu-
pre-empt this and prepare for it.
This means ensuring parity across
different forms of media so that
there is no regulatory arbitrage.
There is also the need for freedom
to price services which will unleash
the industry further and equip us
to compete with the best in the
world. A lighter approach towards
regulation, where market forces
play an even greater role will also
help all players in the value chain
compete on the basis of efficiency.
Given the way Jio has disrupted
the telecom market in India, I see
the demand for M&E content only
going up – making the 100 billion
USD an achievable milestone – as
long as we get our monetisation
models right.
Mr Sudhanshu Vats, Chairman-National Committee on Media &
Entertainment, CII & Group CEO, Viacom18 Media
File photos of CII National Media and Entertainment Committee Meeting
Mr Uday Shankar, President, Star India
ing. Before we embark on this
journey – we need to achieve clar-
ity of vision and consensus on that
clarity. Until that clarity comes in
we will not have the commitment
to pursue it. The $100 billion is a
dream, but it is certainly one worth
living for.
(Excerpts from Uday Shankar’s address
at the CII Big Picture Summit)

6th Edition
Ms Nandita Das, Indian Film Actress
Mr Sudhir Mishra, Indian Film Maker
NEW ERA REMODEL
From the changing global demography to disruptive
process of metamorphosis. Here we present some
success of Indian M&E sector along with the key th
Mr Raj Nayak, Chief Operating Ofﬁcer Viacom18 Media
Mr Anant Goenka, Executive Director The Indian Express
Ms Jyoti Deshpande, CEO, Eros International
Mr Peter Gartenberg, General Manager, Enterprise Partner Group
(EPG), Microsoft India
Ms Supriya Sahu, Director General, Doordarshan Mr Taranjeet Singh, Country Director, Twitter India
Demography is set to play a critical role in changing the dynamics
of M&E growth, as per a report by the World Economic Forum.
The emergence of millennials is creating demand for technology
services that offer convenience, memorable experiences and
instant access to content anytime, anywhere. At the same time,
the world’s population is ageing, leading to increased demand
for health and wellness, entertainment and education services
designed for older people.
The M&E industry should brace for new consumer behaviours
and expectations which is driving the growth of digitalization.
What content young consumers are consuming and how they are
consuming it along with their familiarity and savviness in navigating
the digital world will go a long way in ascertaining the growth of
M&E industry in India.
Terms of customer engagement are changing and the M&E
industry needs to engage consumers through storytelling or
providing useful information. The rise of amateur content creators
like Swedish star PewDiePie, who has amassed 9 billion views on
his YouTube channel, are devloping a new kind of relationship with
their audience by building up a dialog with fans.
Emergence of new talent, access to technology and a ‘change the
world’ attitude are allowing startups to bloom across the world,
creating new businesses and lean models. Once this breed of
company reaches scale, it invests both in raising the quality of its
content and in offering new services, putting competitive pressure
on traditional media companies.
Content curation and delightful experiences are increasingly
becoming important for consumers, who appreciate having
someone to curate content for them, similar to what an editor
would do with a (paper) magazine. Clean mobile reading
experiences and native advertising platforms are reaching new
and savvy audiences, enhancing the user experience and allowing
publishers to charge a premium to advertisers.

6th Edition
Mr John Rose, Senior Partner & Managing Director Boston Consulting Group, New York
Mr Kabir Khan, Eminent Indian Film Maker
LLING M&E GROWTH
e innovations, the M&E industry is undergoing a
of the emerging trends that will be crucial for the
hought leaders at the Big Picture Summit
Mr Manoj Tiwari, Member of Parliament Lok Sabha
Mr Madhu Mantena, Co-founder, Phantom Films Ms Kalli Purie, Vice Chairperson, India Today Group
Mr Karan Bajaj, Senior VP & GM, Discovery Networks Asia Paciﬁc
(South Asia)
Mr Arvind Rajagopal, Professor of Media, Culture, and
Communication, NYU Steinhardt
In an increaingly digising world, security, privacy and trust are
gaining importance for consumers, who are becoming increasingly
aware that their daily lives are being turned into data that can be
analyzed and monetized by third parties. Opaque and complicated
privacy policies and customization algorithms may prompt
consumers to switch to services that offer them more transparency
and better data privacy.
The ambitious vision of “Digital India” requires ubiquitous
broadband access even in the most far flung districts. It is neither
possible that any one technology can help achieve this goal nor is
it possible to lay down brand new infrastructure throughout the
length and breadth of India. The key lies in synergizing the already
available but underutilized broadband capable infrastructure
strewn around the country.
Data analytics and real-time content management is allowing
M&E industry to develop new insights into consumer preferences,
allowing them to deliver relevant and meaningful experiences.
This real-time use of data analytics is particularly important as
organisations no longer just provide content but experiential
services built around that content.
The new digital processes are changing how media is created,
distributed and monetised. Traditionally, the media industry
focused on creating content and optimizing distribution, but today
many companies are automating this, digitizing catalogs and
inventories, launching new rights management systems and writing
algorithms to create content.
Aligning policies and regulatory frameworks with the broader
objectives of growth of the M&E sector is needed to its potential
and enable the sector to embrace new technologies and business
models.
Mr Sameer Nair, Chief Executive Ofﬁcer Applause Entertainment

6th Edition
F
or decades, Indian cinema was
the womb which nurtured a
billion dreams. But today, the
Hindi film industry, popularly known
as Bollywood, finds itself at the
crossroads where amidst the rapidly-
shifting sands of social and technical
change whole new worlds of enter-
tainment have started to dominate
the lives of the average Indian, says
Amit Khanna, senior Indian film
executive, filmmaker, lyricist, poet
and writer.
Khanna, who served as the chair-
man of Reliance Entertainment
for 15 years, in an article written
for the wire.in argues that today
the Hindi cinema is on a down-
ward spiral.
“Today, there is not one iconic film-
maker. Even in the 1990s, directors
like Sooraj Barjatya, Aditya Chopra
and Karan Johar achieved iconic sta-
tus. At present, there are filmmakers
who have had mega successes – Raj-
kumar Hirani, S.S. Rajmouli and Rohit
Shetty – but do not have any special
halo around them,” he writes.
He continues that “hype has over-
taken substance and stardom is lost
amidst product endorsements and
paid appearances at weddings”.
The introduction of television in the
’90s also played a crucial role in
changing the entertainment prefer-
ence of the audience, according to
Khanna.
“People suddenly found a medley of
entertainment and information for a
paltry monthly cable. This impacted
the already-dilapidated cinemas,
which steadily lost audience and
began shutting down. Today, In-
dian cinema finds itself amidst the
rapidly-shifting sands of social and
technical change,” he says.
Highlighting the current trends, he
opines that over production and
the paucity of screens, along with
a saturated release in 3,000-plus
screens simultaneously means that
most films hardly survive a couple
of weeks in theatres. “Films are
remembered from one Friday to the
next and then dumped on the hun-
dreds of TV channels that run them
on an endless cycle,” says Khanna.
He calls for an urgent need for the
Indian film industry to adopt change
by bringing in innovation in content
and presentation. “Sure, today’s films
have a better production design, look
and feel, but even non-traditional
plots are usually flattened out to
make them fall into an accepted
mould. The fact that TV and now
digital screens are attracting more
eyeballs is brushed aside as a pass-
ing phase,” he points out.
Embrace the Rapid Change
The advent of television with satellite channels like Zee TV, Star TV and Sony
Entertainment TV in the ’90s changed the dynamics of Hindi cinema. Today, Indian
cinema finds itself amidst the rapidly-shifting sands of social and technical change
Bahubali: A Leap of FaithShattering all previous records, Bahubali: The Beginning and Bahubali 2: The Conclusion,
would be etched in the memory of Indian audiences and Bollywood fans across the globe
for a long time owing to their ability to find the right connect with the global audience
D
irected by SS Rajamouli,
Bahubali: The Beginning and
Bahubali 2: The Conclusion
emerged as the highest gross-
ing Indian films of 2015 and 2017
respectively and their success now
serves as a reference point for
anybody who wants to take Indian
cinema to newer heights.
With the success of his films,
Rajamouli looks a very “satisfied
man”. His success mantra: Stories
that deal with basic human emo-
tions are accepted by all, bypassing
the cultural and language barriers.
But investing nearly Rs 250 crores
upfront in making films of such
grandeur, which is by far the high-
est that has been invested in any
film in India, wasn’t a mean task
and definitely required a leap of
faith, says Rajamouli in conversa-
tion with Sudhanshu Vats, Chair-
man-National Committee on Media
& Entertainment, CII & Group
CEO, Viacom18, at the sidelines of
the CII National Council meeting.
“When we started the film, the
budget was around Rs 130-140
crores for both the films put to-
gether. But by the time we finished
the first part, the budget was
touching Rs 220 crores, and by the
time we finished the second part,
it was touching Rs 480 crores,” he
says, adding “everything that we
created looked and felt fantastic
and that gave us courage.”
Bahubali films were also unique in
the sense that no studio was in-
volved in project funding. But Ra-
jamouli cautions that “you cannot
take it as a benchmark for all the
films”. “Corporates work in a certain
bandwidth and cannot go beyond
it. This kind of film cannot be made
if you think of the market and how
much needs to be spent,” he says.
From unconventional marketing
strategies to choosing actors who
could justify the characters in the
script rather than purely relying on
the star power, the Bahubali pro-
duction team has set many
examples that will keep on inspir-
ing the new generation of Indian
film makers for a long time.
Even before Bahubali 2 was re-
lease, a great marketing strate-
gy was taken up by the Bahubali
team -- expanding the market by
making the film in multiple lan-
guages. They knew they were
making a great product, but
they needed to tell more people
about it. However, they did not
have a budget for that. So, they
made use of social network-
ing platforms. Exclusive videos
for online medium with special
music, shots and visual effects
were released online. Interna-
tional film festivals like Cannes
Film Festival and Berlin Film
Festival also helped them gain
traction. So, for the biggest film
ever made in India the publicity
budget was zero.
ZERO PUBLICITY
BUDGET
Mr Sudhanshu Vats, Chairman --National Committee on Media & Entertainment, CII & Group CEO, Viacom18 Media and Director Mr Rajamouli
Mr Amit Khanna, Advisor, CII Senior Indian Film Executive,
Filmmaker, Lyricist, Poet and Writer

6th Edition
M&E: THE BLOCKBUSTER
OF JOB CREATION
With presently
more than 300
digital screens
in India, digital
platforms will
serve as the new
frontiers of job
opportunities
in the M&E in-
dustry. New op-
portunities for
creators, story-
tellers and tech-
nology providers
are set to be cre-
ated in the next
5-7 years.
Emergence of
new job oppor-
tunities are also
set to create a
major challenge
of re-skilling the
workforce. But
timely interven-
tioncan open new
job prospects
for young India
and increase the
share of M&E
industry in the
country’s overall
growth and de-
velopment.
Artiﬁcial Intel-
ligence, data
analytics and
Virtual Reality
will be opening
new dimensions
of growth for the
M&E industry.
Technology is set
to play a major
role in chang-
ing the course
of the industry
and helping India
evolve as a global
hub for M&E.
A clear roadmap
in a converged
ecosystem is the
need of the hour.
Embracing change
with open arms
will take the
industry to reach
new heights.
There is a need to
reap the dividends
of our demograph-
ic growth and use
the soft power of
M&E industry to
reach out to the
world.
An innovative,
also a disruptive
push, from the
industry as well
as the
government
through an en-
abling regulatory
infrastructure
and policy re-
forms will cre-
ate a world class
knowledge driven
entertainment
economy for
India.
H
aving potential to create
4-5 million new jobs,
the Indian media and
entertainment industry is
transforming rapidly on the
back of many new trends and
technological disruptions. These
trends will have a course-altering
inﬂuence on the talent and skill
requirements of the industry.
Consequently, many new job roles
will be created while existing roles
will be transformed, according to
the latest CII-BCG Report Media
& Entertainment – The Nucleus of
India’s Creative Economy.
According to the report, the
media industry workforce will
be unrecognisable in 2022.
Major shifts around adoption of
technology, big data and analytics
as well as structural changes will
mean many new job roles and a
massive re-skilling of the current
workforce.
With the changing business
environment, the demand for
talent and functional skills in
the industry will outstrip supply
given the pace of growth in the
industry. “It’s the need of the
hour, for the industry to identify
the creative, technological and
analytical skills that will be
required over the next 5-7 years
to restructure its business model
for the upskilling exercise. The
talent agenda is the key aspect
for the expansion of the sector. To
achieve this, there is the need for
concentrated efforts required by
the government, academia and the
industry bodies,” says Ms Kanchan
Samtani, Partner & Director, BCG.
Currently, the direct employment
generated by the media and
entertainment industry is
at 1.1 – 1.2 million jobs. But
when considering the overall
employment, including indirect
and induced employment,
it results into 4-4.5 million
employees in the complimentary
and allied industries.
But with a strong double digit
growth expected in the industry,
700-800K jobs are expected to be
added directly to the industry.
According to the report, the
current ecosystem does not
cater to the requirement for
such a large number of jobs in
the M&E industry. The next 5-7
years will see two trends playing
out simultaneously. First, the
M&E industry alone will require
150-160K trained or employable
individuals entering the workforce
every year for the next 5 years.
Secondly, the skills required for
evolving job roles required will
completely transform given the
many disruptions taking place
across consumers, competitors
and digital.
Therefore, concerted efforts by
the government, academia as well
as industry bodies will be required
to create a large and skilled
workforce to take the industry to
the next stage of growth.
CONTRIBUTION OF
M&E TO GDP
2.8%
TOTAL INDUSTRY SIZE
Rs 450KCrore
REVENUE IMPACT
IN 2017
Rs 125-135K Crore
EMPLOYMENT
GENERATION
4bn
The M&E industry needs to brace itself for a completely different and
perhaps, unrecognizable workforce by 2022 owing to the rising consumer
demands, changing business models and digital disruptions, says the
CII-BCG report

6th Edition
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