Media And Entertainment Industry In India: An Overview In Light Of Recent Paradigm Especially With Reference To Artificial Intelligence

Ms Aparna Chaki, Symbiosis Law School, Pune

ABSTRACT

The Indian Media and Entertainment sector has witnessed accelerated growth in the past few years and there stands an expectation of ceaseless manoeuvring of it in the coming years as well. This escalation in its usage has been owing to unflagging innovative and technological trends which has ultimately resulted in digitization and internet usage by the consumers. The fundamental aspects of growth have been majorly observed in print, film entertainment, television broadcasting, distribution, digital media, animation, audio, live events, advertising, etc. In today’s times, it is quite safe to say that ‘media’ and ‘entertainment’ are seldom used synonymously as they have snowballed into an intricate information vehicle enumerating information relating to business, entertainment, education and sports, etc. The Media and Entertainment industry cultivates an assumption that the industry endures a bare chance of cyber threats. However, this lax way of looking at things furnishes sufficient horizon for cyber criminals to reconnoitre the vulnerabilities and breach data. Government initiatives, FDI inflows, mergers and acquisitions, high internet demand, changing consumer preferences, affordable internet plans, and adulation of OTT platforms have entailed this magnification. It is no hidden fact that the consumption of such entertainment results in profiling. Smart devices these days collect massive amounts of data which risks the viewers to tracking and targeted profiling. Through this article, we shall dive into the details of how the M&E industry has proliferated over the past few years, the developments it has made owing to technological advancements in the filed specifically with the emergence of Artificial Intelligence (AI). It shall also highlight the profound ramifications of the AI on the media and entertainment industry.

Keywords: Entertainment, Media, ADR Mechanism, OTT Platforms, Data Privacy.