India on the corner of entertainment revolution driven by tech, diverse content: Kevin Vaz

India is on the corner of an entertainment revolution, driven by technology, diverse content and evolving consumer behavior, said Kevin Vaz, CEO of broadcast Entertainment at Viacom18.

Vaz identified that India’s daily media usage comes from large (TV) and small screens (mobile) falls behind that of developed markets, but the growth possible is huge. 

He highlighted that India is an ‘AND’ market, where both TV and digital platforms are flourishing concurrently, offering huge opportunities for content creators and distributors.

According to Vaz, Viacom18 has made an important step over the past year, having built a top-class team and made futuristic investments in key brands like Colors and Nickelodeon. These efforts have paid off, with Colors achieving a 35% growth rate and Nickelodeon dominating its leadership in the kids’ segment, he added. 

Vaz also spotlighted the growth of Viacom18’s regional TV channels, Color Kannada and Colors Marathi, marking the growing importance of regional language content in India’s entertainment landscape. 

Viacom18 normally provides content in 10 languages, with the plans expanding to all 22 official languages. “India's cultural and linguistic diversity is unparalleled -22 official languages and over 58 soci0-cultural regions. This diversity presents both a challenge and an opportunity,” he added. 

He also touched on the evolution of media consumption habits in the country, where audiences are rapidly fluid in switching between Tv, digital platforms and social media.

“A show like Bigg Boss is watched on Colors at its scheduled time, then consumed further on jioCinema’s 24-hour live feed, and even discussed on social media. This multi-screen experience is where the future of entertainment lies,” Vaz said. 

On the advertising front, Vaz spotlighted Viacom18’s capability to supply value across both TV and digital platforms. He noted that TV as a medium reaches 900 million viewers in India, while Viacom18’s digital platform, JioCinema, engages 300 million users. This dual platform approach enables advertisers to target multiple demographics effectively. 

“With over 95% of households having just one TV, families gather to watch together, creating shared experiences and deeper emotional connections. Tv advertising remains one of the most effective ways to reach multiple demographics- parents, kids, grandparents - all engaged in a single viewing experience,” he explained.

“On the digital side, Viacom18 is home to the largest curated content platform in India, with a monthly active user base of around 300 million,” Vaz added.