According to the report, the country offers a 40 per cent to 60 per cent cost advantage in animation and VFX services, supported by a large, skilled workforce
Mumbai: With the use of AI (Artificial Intelligence), the media and entertainment companies can increase their revenue by ten percent, while reducing the input cost by 15 per cent, revealed in a report, which was prepared by Ernst & Young. The report, namely ‘A Studio Called India’ was released in the WAVES (World Audio-Visual Entertainment Submit) at the Jio Convention Centre in the presence of Union Minister of State for Information and Broadcasting and Parliamentary Affairs, Dr. L Murugan.
According to the report, the use of AI in the media and entertainment companies has not only helped to increase their revenues but also reduced the input cost. Officials said that the use of AI is expected to add value to the growth story of the media and entertainment sector.
The report also noted that OTT platforms have started using AI to offer hyper targeted content recommendations based on regional preferences, affluence, geo-targeting and consumption patterns. “On the monetization front, AI is driving dynamic (and customized) ad insertions and optimizing pricing strategies through real-time viewer analytics. AI is also being used in predictive content performance — OTT platforms use AI to model trailer effectiveness and anticipate drop-off rates. Further, broadcasters are experimenting with AI-driven dynamic creative optimization (DCO) to vary ads and promos in real-time depending on the viewer's persona and profile,” it said.
Pointing out how the AI has been used for automated dubbing, the report said AI-based subtitling and voice cloning are also enabling faster localization across markets. “These services allow global studios to scale up multi-language releases while maintaining narrative fidelity,” it reads.
The report also presents India not just as a content-consuming nation but as a studio to the world. It underscores India’s strengths — linguistic diversity, cultural richness, and a technologically adept talent pool — which position the country to create narratives that transcend borders.
According to the report, the country offers a 40 per cent to 60 per cent cost advantage in animation and VFX services, supported by a large, skilled workforce. The report also notes the increasing international appeal of Indian storytelling, with up to 25 percent of views on Indian OTT content now originating from overseas audiences.
