WAVES can galvanise M&E Sector Provided Creativity Is Unfettered

Prime Minister Narendra Modi’s enthusiasm for the orange economy—the media & entertainment (M&E) sector—is emblematic of his capability and willingness to think outside the box. He not only recognises India’s impressive presence in the entertainment sector but also shows intention to promote it. Speaking at the World Audio Visual Entertainment Summit (WAVES) in Mumbai on Thursday, he said India, with a billion-plus population, is also a land of billion-plus stories. This is the right time to ‘Create in India, Create For The World’, he added. Highlighting the popularity of Raj Kapoor in Russia, the global recognition of Satyajit Ray at Cannes, the Oscar-winning success of RRR, the cinematic poetry of Guru Dutt, the social reflections of Ritwik Ghatak, the musical genius of A.R. Rahman, and the epic storytelling by S.S. Rajamouli, Modi said Indian filmmakers continue to shape global narratives. In a similar vein, Reliance Industries chairman Mukesh Ambani said in his keynote address, “People say media & entertainment is India’s soft power—I call it India’s real power.”

This redefinition is strikingly fresh. Soft power, often seen as a subtle, secondary force in global affairs, is here reimagined as a core engine of India’s influence and growth. In a country as diverse and dynamic as India, the M&E sector does more than entertain—it informs, educates, questions, and inspires. While the attention that the M&E sector has attracted recently is welcome, there are segments in it that are severely stressed. Traditional television, once the mainstay of household entertainment, is witnessing a sharp decline as audiences shift to digital platforms. The music industry, despite the country’s rich musical heritage, struggles with monetization issues and piracy. Meanwhile, the cinema sector—particularly Hindi cinema—has seen inconsistent box office performance, with only a handful of films managing to draw large audiences in recent years. Beyond commercial concerns, structural issues like taxation and outdated regulatory frameworks continue to hinder growth. Perhaps the most pressing concern, however, is the shrinking space for creative freedom. The M&E sector thrives on its ability to push boundaries, question norms, and explore diverse narratives.

Unfortunately, in recent years, the freedom of expression has come under increasing pressure. Filmmakers, writers, and artists often face threats, legal battles, or social media backlash over content that is perceived to hurt sentiments—be it religious, political, or cultural. This culture of caution dampens innovation. Billion-plus stories cannot be told with flair, boldness, or emotional honesty if creators are constantly second-guessing themselves for fear of reprisal. It is in this context that Modi’s support for the orange economy must go beyond rhetoric. He, along with other political leaders and policymakers, must work to create an ecosystem that nurtures rather than stifles creativity. This includes reforming censorship laws, ensuring artistic freedom, supporting cultural education, and investing in infrastructure for production and distribution. A secure, enabling environment is vital if India is to truly ‘Create for the World.’ The orange economy offers India a unique opportunity to shape global narratives while also creating jobs, generating revenue, and reinforcing national identity. But for it to realise its full potential, it must be supported by policy, protected from undue interference, and powered by the freedom to create without fear. Only then can India’s billion-plus stories find their voice on the world stage.