Creative First

Creative First is a forum to highlight the vital role played by the media and entertainment industry in India to foster creativity, innovation and culture.

[Creative First @CreativeFirstIN]

6. TRAI launched the Digital Connectivity Rating (DCR) Platform on September 25, allowing consumers to view and verify digital connectivity ratings of properties.

Read more at https://t.co/I8sRxpZC9z

[Creative First @CreativeFirstIN]

News Highlights from the Media and Entertainment Industry:

1. India’s ₹60,000-crore television broadcasting industry is facing regulatory uncertainty as traditional TV steadily loses customers to OTT platforms.

Read more at https://t.co/ufFqQ9jOQa

[Creative First @CreativeFirstIN]

5. India’s microdrama market has scaled rapidly in a year, drawing OTT platforms, content companies, broadcasters and brands into a battle for short-form IP, audiences and monetisation.

Read more at https://t.co/rk9cov345w

[Creative First @CreativeFirstIN]

4. ACE has announced the shutdown of LiveNetTV, a free IPTV app that survived for a decade despite legal pressure from multiple sides.
Read more at https://t.co/sHDz83V4P3

[Creative First @CreativeFirstIN]

3. AI-generated creative is driving engagement and conversions, but research suggests attention alone doesn’t guarantee commercial impact.

Read more at https://t.co/BLiwl3Fyoy

[Creative First @CreativeFirstIN]

2. The rapid expansion of AI infrastructure is creating a different set of concerns.

Read more at https://t.co/XfGjk1tm5x

[Creative First @CreativeFirstIN]

An enlightening session on regulation and market forces!
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[Creative First @CreativeFirstIN]

What is the definition of a channel? Is it different on legacy media and online?
We need to have a holistic exercise on the core issues. We're solving issues in patches at the moment.
- Anil Malhotra
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[Creative First @CreativeFirstIN]

The challenge is that we've created an environment where investing in this business is not encouraged, and people on the platform and broadcasting end have chosen to step back.
- Krishnan Kutty
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[Creative First @CreativeFirstIN]

Give the flexibility to each platform to decide the way they want the customer to access the product. The regulation has to be based on principles.
- Rahul Vatts
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[Creative First @CreativeFirstIN]

Short form content makes absolute sense because attention spans are coming down, but it funnels into other content on the platform.
- Ranjana Mangla
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@FICCIFRAMES

[Creative First @CreativeFirstIN]

It's not about what AI can deliver, but what it can be used to deliver. The concept matters.
- Vivek Krishnani
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[Creative First @CreativeFirstIN]

The growth of this proposition is not at the cost of everything else. Brands are interested in reaching a large audience but also creating fulfillment layers.
- Sushant Sreeram
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[Creative First @CreativeFirstIN]

The content needs to be served to the consumer where they are. How can we as broadcasters play a role in the creator economy? How can we use a character and work with creators?
- Sudeep Nagpurkar
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[Creative First @CreativeFirstIN]

What a great session and even greater trailer for Prahaar!
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[Creative First @CreativeFirstIN]

Ujjwal Nikam is a layered, complicated person. There's a familial sacrifice involved. He put the experience of '93 into 26/11.
- Dinesh Vijan
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[Creative First @CreativeFirstIN]

I'd love to say there's a calculation to choosing a story. But you hear it, and the next morning you wake up and you feel you can't not make the film.
- Dinesh Vijan
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[Creative First @CreativeFirstIN]

To focus on a story and no gimmick, you need good actors, and Rajkummar is one of the best actors we have.
- Dinesh Vijan
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@FICCIFRAMES

[Creative First @CreativeFirstIN]

An illuminating discussion on using AI to create.
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[Creative First @CreativeFirstIN]

Whenever tech changes, the question about whether it's authentic comes up. Creators should stop worrying about whether it's art, double down and make your best stories.
- Kunj Sanghvi
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@FICCIFRAMES