The media and entertainment (M&E) industry is undergoing a profound transformation—and AI is at the heart of it, according to Ernst & Young’s new report, ‘A Studio Called India’, launched at WAVES 2025 in Mumbai.
From content creation and curation to monetisation and distribution, AI is fundamentally reshaping how stories are told and consumed. EY’s analysis suggests that, in the medium term, AI could increase M&E revenues by 10% and reduce production costs by 15%, unlocking new creative and economic potential.
The report positions India as a strategic global player, highlighting its unique convergence of world-class content production, IT prowess, and a growing AI ecosystem. With the country’s talent and tech infrastructure maturing rapidly, India stands poised to become a critical node in the AI-powered global entertainment economy.
Union Minister Dr. L Murugan unveiled five knowledge reports at WAVES 2025, offering data-driven insights to support policymaking and elevate India’s standing as a global creative powerhouse.
As AI matures and use cases evolve, it’s clear that India’s creative engine is gearing up for a smarter, more scalable future.