# Indian media industry trends at FICCI FRAMES 2026 > Live situation record from CLSTR: https://clstr.news/situations/indian-media-industry-trends-at-ficci-frames-2026 > Updated: 2026-09-29T07:38:11.000Z. Sources: 5. Developments: 2. During the FICCI FRAMES 2026 summit in Mumbai, leaders in the Indian media and entertainment industry discussed significant shifts in content consumption and technology. JioStar CEO Kevin Vaz noted that the industry is moving from a focus on distribution toward a focus on capturing attention, stating that “attention is the new currency” in an era of infinite content. Industry data highlighted a 9 percent growth in the sector in 2025, with digital content and live events seeing notable increases. While digital consumption is accelerating, Vaz observed that television, streaming, and mobile platforms are converging rather than replacing one another. Discussions also addressed the impact of artificial intelligence. Union Minister of Culture Gajendra Singh Shekhawat emphasized the importance of human creativity, suggesting a potential global demand for “low-AI content, no-filter content, or human-only content” in the coming years. Additionally, experts noted that audience discovery is shifting toward authentic engagement and AI-driven recommendations, allowing creators from non-metro regions to succeed through hyper-local storytelling. ## Timeline ### 2026-09-29: India's media industry faces AI shift, leaders say at FICCI Frames 2026 At FICCI Frames 2026, leaders discussed the impact of AI on India's media, emphasizing human creativity and a shift toward authentic, engagement-driven content discovery over traditional follower metrics. 4 sources. https://clstr.news/cluster/indias-media-industry-faces-ai-shift-leaders-say-at-ficci-frames-2026 ### 2026-09-29: JioStar CEO Kevin Vaz addresses media industry shifts at FICCI FRAMES 2026 JioStar CEO Kevin Vaz stated at FICCI FRAMES 2026 that attention is the new currency for India's media industry as it shifts from distribution challenges to managing infinite content. 4 sources. https://clstr.news/cluster/jiostar-ceo-kevin-vaz-addresses-media-industry-shifts-at-ficci-frames-2026 --- Cite as: Indian media industry trends at FICCI FRAMES 2026. CLSTR, https://clstr.news/situations/indian-media-industry-trends-at-ficci-frames-2026