In today’s rapidly evolving digital and technology-driven world, India’s media and entertainment (M&E) industry is experiencing unprecedented growth.
According to the latest FICCI-EY report titled “Shape the Future: Indian Media and Entertainment is Scripting a New Story”, the sector surpassed ₹2.5 trillion in 2024, with advertising revenues alone increasing by 8.1%.
Against this dynamic backdrop, Laxmi Shetty, Head – Advertisement Revenue, Broadcast & Digital at Zee Entertainment, shared her insights in an interview with The Covai Mail, offering a deeper look into the current state of India’s M&E landscape, its transformation, and the road ahead.
Laxmi Shetty stated that the media and entertainment space in India is currently on the rise, but there are still significant gaps in the sector. One such gap is television penetration, which currently averages only 70% nationwide. “In the South, the figure is much higher—around 92% to 93%—whereas in the North, it ranges between 50% to 55%,” she noted.
She also highlighted that internet penetration is growing steadily, currently at 57% to 58%. Expressing optimism about the future, she projected that the media and entertainment sector will continue to see a year-on-year growth of 5% to 6%.
When discussing ZEE Entertainment’s rising popularity in South India, Shetty emphasised the importance of regional and cultural alignment. “We connect with the cultural nuances of each market.
For example, we are segmenting Tamil Nadu into multiple regions—Coimbatore has its own cultural identity, while Tiruppur has a different one,” she explained.
“We incorporate these elements into our content, including local festivals and traditions, and tailor our offerings based on Tier 1 and Tier 2 city preferences.”
She further added that ZEE is not confining itself to traditional television formats. “We have a strong presence on OTT platforms and YouTube, where we continue to create and showcase diverse content for a wider audience,” she said.
On the subject of advertising revenue, Shetty noted that the landscape is evolving quickly, with steady growth and numerous emerging opportunities for both broadcasters and advertisers alike.
Laxmi Shetty shared these insights during Zee Entertainment Enterprises’ multi-city marquee initiative, R.I.S.E., held in Coimbatore on 26th September, following successful editions in Mumbai, Delhi, Bengaluru, Chennai, and Kolkata.
Through the R.I.S.E. initiative, ZEE aims to build trust through value-driven storytelling and equip businesses with tools that transform media investments into measurable growth. It is designed to serve as a powerful platform that brings together India’s marketing, media, and investment communities.
