Sonam Saini

As audiences fragment across platforms, Reliance Broadcast Network (RBNL) is integrating its radio, news, digital, OOH and experiential businesses under One Big World. CEO Ashit Kukian says the strategy is designed to help brands execute cross-platform campaigns through a single partner while improving measurement, scale and business outcomes.

Mondelez India is enhancing its premium product portfolio and increasing media investments. The company is focusing on connected TV and creator-led marketing initiatives.

Connected TV's rapid growth prompts advertisers to rethink video campaign planning. Brands must now identify target audiences and select the right media mix. Linear television remains foundational, complemented by YouTube, OTT, and social media. Advertisers need to focus on unduplicated reach and audience overlap across platforms. Measurement challenges persist, with AI influencing brand discovery and future CTV adoption.

Connected TV attracted more advertisers and categories during Wimbledon 2026. Linear television advertising volumes increased by thirty percent compared to the previous event. Mutual funds led advertising categories on both platforms, with differing preferences beyond that. William Grant & Sons India was the top advertiser on Connected TV. ICICI Prudential Asset Management Company led advertisers on linear television.

As streaming reshapes television, brands are moving beyond GRPs to evaluate OTT and CTV sponsorships through attention, audience quality, brand lift and business outcomes.

Festive shopping now spans a longer period, requiring brands to rethink consumer engagement strategies.

Fastly has expanded its India network from four to 62 Points of Presence in two years and is targeting a double-digit contribution from India to its global business.

As TV ratings remain disrupted and audiences fragment across TV, CTV and OTT, Chrome DM founder and CEO Pankaj Krishna argues that India needs to

Acer is expanding beyond PCs with its House of Acer strategy, targeting consumer electronics and home appliances.

India's entertainment and media industry is projected to grow from $25.7 billion in 2025 to $36.7 billion by 2030, according to PwC India.