FICCI FRAMES 2026 opens in Mumbai with focus on India’s media and entertainment sector
MUMBAI: FICCI FRAMES 2026 opened in Mumbai on Tuesday with discussions on the changing media and entertainment landscape, digital content, cinema, television and emerging technologies.
The two-day event is being held under the theme “India’s Media Moment: Creating Value in an Age of Infinite Content”. The programme brings together policymakers, entertainment industry representatives, creators, broadcasters and technology companies.
Union Tourism and Culture Minister Gajendra Singh Shekhawat delivered the inaugural address, while actor Ayushmann Khurrana, the ambassador of FICCI FRAMES, also addressed the gathering.
The programme includes discussions on India’s screen economy, cinema, digital creators, sports viewing, artificial intelligence and copyright.
The rapid expansion of digital platforms has changed the way audiences consume entertainment. Viewers now move between television, streaming platforms, mobile devices and connected televisions, creating new opportunities as well as challenges for content companies.
At the event, industry leaders also discussed the need for reliable audience measurement. JioStar CEO and FICCI Media and Entertainment Committee chairman Kevin Vaz called for the restoration of BARC audience ratings, saying reliable viewing data is important for broadcasters, advertisers and agencies.
Vaz also highlighted the growing importance of connected television, new content formats and content commerce. He said the media industry needs to adapt to changing viewing habits while maintaining sustainable business models.
Artificial intelligence is another major subject at the event, with discussions examining its impact on content creation and copyright.
The event also includes recognition for senior figures in the media and entertainment industry. Former FICCI president and JioStar vice-chairman Uday Shankar is receiving the FICCI FRAMES Lifetime Achievement Award.
With cinema, television, streaming, digital creators and emerging technologies becoming increasingly interconnected, the discussions at FICCI FRAMES are focused on how India’s large content ecosystem can create greater economic and creative value.
