In a candid assessment of the media and entertainment landscape, Shashi Sinha, Chairman of the Broadcast Audience Research Council (BARC) India, identified stakeholder alignment as a significant and ongoing challenge for the industry.
Speaking at a session during the World Audio Visual and Entertainment Summit (WAVES) 2025 in Delhi, Sinha emphasized the complexities arising from the diverse interests of broadcasters, advertisers, content creators, and platform providers.
Sinha highlighted the intricate web of relationships within the media ecosystem. Broadcasters aim to maximize viewership and advertising revenue, while advertisers seek effective reach and return on investment. Content creators strive for creative freedom and fair compensation, and platform providers (both traditional and digital) are focused on user engagement and monetization. Balancing these often-competing priorities presents a considerable hurdle.
A key area where stakeholder alignment becomes crucial, according to Sinha, is data and measurement. With the proliferation of platforms and consumption methods, achieving a unified and reliable measurement system that satisfies all stakeholders remains a challenge. Discrepancies in data interpretation and the need for transparent and accurate metrics are ongoing points of discussion and potential friction within the industry.
The evolving regulatory landscape also contributes to the complexity of stakeholder alignment. Different rules and guidelines governing traditional broadcasting and digital platforms can create disparities and lead to disagreements on fair play and competitive balance. Sinha likely touched upon the need for a more harmonized regulatory environment that considers the interests of all players.
Aligning on content strategies and monetization models across different platforms is another significant challenge. What works for traditional television may not be directly transferable to OTT platforms, and vice versa. Finding common ground on content standards, intellectual property rights, and revenue sharing agreements requires ongoing dialogue and compromise among stakeholders.
Sinha emphasized the importance of fostering greater collaboration and trust among the various stakeholders. Open communication, transparent data sharing, and a willingness to understand each other’s perspectives are crucial for navigating the complexities of the media landscape. He likely suggested that industry bodies and forums play a vital role in facilitating these discussions and finding common ground.
Addressing the challenge of stakeholder alignment is essential for the healthy and sustainable growth of the Indian media and entertainment industry. Sinha’s remarks underscore the need for a unified vision and a collaborative approach that benefits all players in the long run, ultimately leading to a more robust and dynamic ecosystem.
Key Highlights:
- BARC Chairman Shashi Sinha identified stakeholder alignment as a major challenge for the Indian media and entertainment industry at WAVES 2025.
- He highlighted the competing interests of broadcasters, advertisers, content creators, and platform providers.
- Data measurement, the regulatory landscape, and content monetization were cited as key areas requiring better alignment.
- Sinha stressed the importance of collaboration, trust, and open communication among stakeholders for the industry’s sustainable growth.