The first-ever WAVES Summit 2025, held in Mumbai from May 1 to 4, made a statement about India’s ambition to become a global hub for media, entertainment, and digital innovation. Promising to “Connect Creators, Connect Countries,” the event brought together heavyweights from cinema, technology, and policy. While the event largely delivered on its promise, it wasn’t without its hiccups.
Prime Minister Narendra Modi’s opening speech set the tone. “It’s the right time for ‘create in India, create for the world’,” he said, highlighting India’s potential in global storytelling. He also touched on the “orange economy” content, creativity, and culture, which he sees as a key part of India’s future economic growth.
From Shah Rukh Khan and Rajnikanth to Netflix’s Ted Sarandos and WPP’s Mark Read, the presence of both Indian legends and global leaders gave the summit a star-studded feel. Uday Shankar, vice-chairman of JioStar, was also among those leading vital industry discussions. But it wasn’t just about celebrity appearances the summit hosted interactive pavilions, tech showcases, and panel discussions that offered real insights into the evolving digital media ecosystem.
That said, the first day wasn’t smooth. Long lines, temporary closures of the venue, and some tech issues tested attendees’ patience. However, these problems seemed to fade as the summit progressed, giving way to vibrant networking, learning, and collaboration.
One of the most important sessions at WAVES was the Roundtable on OTT & Digital-Driven Democratisation of Content, held at the Jio World Convention Centre. Hosted by Primus Partners, AWS, and Rolling Stone India, it attracted over 100 industry leaders from film, tech, and investment sectors.
The event kicked off with the launch of a new report titled “Press Play – India’s OTT Story Goes Global”, unveiled by Ashish Shelar, Minister of Culture, Heritage & IT, Government of Maharashtra. “OTT today is not just about screen entertainment, it includes gaming, immersive content and education,” he said. Shelar also praised Prasar Bharati CEO Gaurav Dwivedi for launching WAVES OTT, a platform he said is “making nostalgic content accessible while introducing fresh new-age programming.” He added that the Maharashtra government plans to launch a Marathi OTT platform soon.
The Roundtable was split into three focused sessions:
- Public–Private Collaborations & Hyper-Localisation of Content
Discussions highlighted the growing importance of multilingual storytelling and the role of public broadcasters in expanding content reach across India. - Scaling Indian Media Content for Global Markets & Monetisation Models
Experts explored how co-productions, hybrid revenue models, and international partnerships could help Indian content go global. - Role of Emerging Technologies & AVGC in OTT
With a focus on AI, AR/VR, cloud, gaming, and immersive storytelling, this session emphasized how tech is revolutionizing content creation and job opportunities, especially in the Animation, Visual Effects, Gaming and Comics (AVGC) sector.
However in his keynote, Gaurav Dwivedi recalled the role of Prasar Bharati in shaping India’s storytelling from radio shows like Binaca Geet Mala to iconic TV dramas like Ramayan and Hum Log. He explained how WAVES OTT now gives creators a “limitless, multi-genre digital platform” that can empower voices from across India. “This is not just a platform for entertainment,” he said. “It is an instrument of empowerment, where every voice from every corner of India gets to be seen and heard.”
Sachin Pilgaonkar, said, “All the OTTs in India are Indian OTTs, only the languages are different. So we shouldn’t categorise by terming them as Regional OTTs.”
Amala Akkineni emphasized the need for institutional mentorship and financial support for regional content creators to thrive globally.
Additionally, Speakers included a diverse mix of creators and industry experts like Avinash Pandey, Sajan Raj Kurup, David Unger, William Pfeiffer, Mahima Kaul, Sameer Nair, Soumya Mukherjee, Aditi Shrivastava, Vishnu Mohta, Shobha Sant, and many more.
Furthermore, A big highlight from the Roundtable was the signing of a Memorandum of Understanding (MoU) between the Government of Andhra Pradesh and Creativeland Asia to build Creatorland India’s first Transmedia Entertainment City. This ambitious project aims to integrate AI, gaming, immersive storytelling, and global co-productions in one ecosystem. It is expected to bring in investments of ₹8,000–10,000 crore, create over 150,000 jobs, and skill 10,000 youth annually.
Smt. Amrapalli Kata, MD, Andhra Pradesh Tourism, extended an open invitation to the global creator community to consider Andhra Pradesh as a new-age hub for creative innovation.
The WAVES Summit 2025 made a strong case for India as a rising powerhouse in global digital media. It showcased the country’s creative talent, technological potential, and policy support but also reminded us that ambition must be matched by flawless execution. The event’s initial hiccups revealed that while India is ready to lead, there’s still room to grow. Still, with its mix of vision, star power, and strategic initiatives, WAVES 2025 set a promising foundation. And if the momentum continues, India might just find itself at the centre of the world’s digital storytelling future.