Why in the News?

Despite global trade challenges and stock market fluctuations, India remains a strong and resilient economy. By using its young population and technological strengths, India has the potential to turn difficulties into opportunities. With its rich tradition of storytelling, India’s Media & Entertainment (M&E) sector aims to connect creators around the world through the vision of ‘Create in India, Create for the World.’

What is the vision behind India’s Media & Entertainment (M&E) sector as outlined in the WAVES 2025 initiative?

Global Creative Leadership: India aims to emerge as a ‘Creative Powerhouse’, encouraging the creation of world-class content that resonates globally through the ‘Create in India, Create for the World’ vision. Eg: Namit Malhotra’s DNEG delivered Oscar-winning VFX for Dune 2, showcasing India’s global capability.
Fostering Innovation and Startups: The vision promotes a vibrant M&E startup ecosystem through WAVEX—offering funding, mentorship, and exposure in areas like gaming, AR/VR, animation, and AI. Eg: WAVEX supports startups like Erucanavis Technologies (AI-driven ads) and Amaze Studios (VR storytelling).
Cultural and Technological Synergy: It seeks to blend India’s rich cultural heritage with digital innovation, empowering young creators and expanding India’s influence in entertainment, education, and digital media. Eg: InscapeXR uses immersive media to transform learning experiences through storytelling.

Who are some notable contributors and startups exemplifying India’s growing influence in the global creative industry?

DNEG (Namit Malhotra): India’s presence in high-end global cinema has grown significantly. Eg: DNEG, led by Namit Malhotra, delivered Oscar-winning VFX for Dune 2, showcasing India’s prowess in visual effects and animation.
Erucanavis Technologies: Innovation in ad-tech is pushing the boundaries of user interaction. Eg: Erucanavis is developing AI-driven playable ads, transforming digital advertising formats globally.
Lapwing Studios: Women-led creative startups are gaining recognition and scale. Eg: Lapwing Studios is supported under WAVEX, promoting inclusivity in India’s Media & Entertainment sector.
Amaze Studios: New-age storytelling formats are reshaping viewer experiences. Eg: Amaze Studios focuses on immersive storytelling through VR and animation, enhancing narrative depth.
InscapeXR: Ed-tech is merging with creative media to revolutionize learning. Eg: InscapeXR uses extended reality (XR) to create immersive educational content, blending creativity with pedagogy.

How does WAVEX aim to support and scale startups in India’s creative economy?

Mentorship: WAVEX connects startups with industry leaders for strategic guidance and capacity building Eg: Startups like Vygr Media gain mentorship on scaling content for global audiences.
Funding Access: It facilitates financial support to overcome capital barriers for creative ventures. Eg: Women-led startups such as Lapwing Studios receive funding through WAVEX platforms.
Global Exposure: WAVEX offers international visibility and networking with global investors and buyers. Eg: Over 5,900 buyers at the WAVES Bazaar help startups like Amaze Studios find global partners.
Tech Integration: It supports innovation in tech-driven media fields like AR/VR, AI, and the metaverse. Eg: Erucanavis Technologies is leveraging WAVEX support to expand AI-based playable ads.
Inclusive Ecosystem: WAVEX promotes diversity by uplifting women-led and regional startups in M&E. Eg: Initiatives like Vision Impact promote inclusive ed-tech innovation through immersive storytelling.

Why is India uniquely positioned to become a global creative powerhouse?

Demographic Dividend: India has a large, young population that fuels creativity and innovation across media sectors. Eg: WAVEX connects this youthful energy with global platforms to scale creative startups.
Technological Capability: India has strong digital infrastructure and IT expertise that power cutting-edge content creation. Eg: DNEG, led by Namit Malhotra, delivered Oscar-winning VFX in Dune 2, showcasing India’s tech strength.
Cultural Heritage: A rich legacy of storytelling, arts, and performance adds depth to creative expression. Eg: From classical dance to comics, Indian creators blend tradition with modern formats.
Government Support: Policy initiatives like WAVES 2025 foster a robust startup ecosystem for M&E. Eg: WAVEX provides funding, mentorship, and exposure to startups in AR/VR and AI-driven media.
Global Vision: India is aiming to create content not just for domestic audiences, but for the world. Eg: The ‘Create in India, Create for the World’ initiative positions India as a content export hub.

What are the challenges?

Access to Capital and Funding: Many startups in India’s creative sector face difficulty in securing adequate funding and investment. Despite government support through initiatives like Start-up India, access to venture capital and global investors remains a challenge for emerging companies. Eg: Small animation studios or VR companies, such as Amaze Studios, often struggle to scale due to limited financial resources.
Infrastructure Gaps: While the government has made significant strides in developing digital infrastructure, there are still gaps in areas like high-quality production facilities, broadband connectivity, and tech training centers. Smaller cities and rural areas, in particular, face challenges in accessing the necessary resources to contribute to the global creative industry. Eg: The lack of advanced digital infrastructure in tier-2 cities restricts the growth of tech-driven creative startups.

Way forward:

Enhanced Funding Support and Investment Channels: Strengthen access to venture capital and government-backed funding, especially for emerging creative startups, through dedicated investment platforms and incentives. Eg: Expanding initiatives like Start-up India to include sector-specific funding for M&E startups in animation, AR/VR, and AI.
Improved Infrastructure and Regional Connectivity: Invest in high-quality production facilities, fast-track broadband connectivity, and tech training programs across tier-2 cities and rural areas to bridge the infrastructure gap. Eg: Setting up regional M&E hubs outside major cities to create localized opportunities for tech-driven creative startups.

Mains PYQ:

[UPSC 2023] What is the status of digitalization in the Indian economy? Examine the problems faced in this regard and suggest improvements.

Linkage: The “A chance for India’s creative ecosystem to make waves” text highlights the shift from traditional film-making to digital production and the role of technology like AI and VR/AR in the M&E sector. This PYQ on digitalisation is relevant as the growth of the creative ecosystem is heavily reliant on digital infrastructure and technologies.

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