JioStar, the joint venture between Reliance’s Viacom18 and Walt Disney India, has announced to invest over Rs 84,000 crore ($10 billion) in content development over the next three years. This major commitment was revealed by Uday Shankar, Vice Chairman of JioStar, during his keynote at the World Audio Visual & Entertainment Summit (WAVES) 2025.
Uday Shankar emphasized that all of JioStar’s upcoming content investments are rooted in the Indian experience. The focus is to create stories made by Indians, for Indians, without heavily relying on global formats or foreign entertainment trends. According to him, the future of India’s media success depends on its ability to nurture a storytelling ecosystem that is relevant and relatable to local viewers.
Video Entertainment Industry in India
Shankar highlighted the huge potential within India’s media and video entertainment sector, especially when compared to global giants. He noted that India’s $30 billion media market is still far behind the $200 billion U.S. market and $75 billion Chinese market. One reason, he explained, is that Indian media companies still rely mostly on traditional monetisation methods such as ads and subscriptions, without adopting more innovative models seen abroad.
Another major point made by Shankar was the growing economic activity in smaller towns and cities. He pointed out that most advertising in India has always been directed at the same pool of top-tier brands, limiting the market’s growth. However, with increasing business and entrepreneurial activity in tier-II, III, and IV cities, there’s a strong opportunity to bring new local brands into the advertising system. If nurtured, this shift could potentially double the advertising market in the next five years.
Content Sector Ready for Expansion
The decision by JioStar to invest Rs 84,000 crore reflects its long-term belief in the strength of Indian creators and the regional entertainment market. With this strategic move, JioStar aims to not only entertain millions across the country but also help reshape the business landscape of the Indian media industry. As India’s digital and broadcast content consumption continues to rise, this bold investment promises to fuel a new wave of innovation, cultural relevance, and economic opportunity.
