Prime Video and Media Executives Spotlight Connected TV at FICCI-Frames

According to Variety, entertainment industry leaders gathered in Mumbai, India, in 2026 for the prestigious FICCI-Frames conference to discuss the profound ways connected television is revolutionizing the Indian media landscape. Among the prominent speakers was Gaurav Gandhi, alongside other influential executives from Prime Video, Sony, JioStar, Zee, and NDTV chiefs. Together, these media heads focused their discussions on how connected TV has become a dominant force in reshaping local storytelling formats and radically altering audience viewing habits across the nation. The conversation offered a comprehensive look into the future of digital entertainment in one of the world's fastest-growing media markets. As internet penetration deepens and smart televisions become household staples, creators and distributors are finding themselves compelled to rethink traditional content strategies. The panels emphasized that the shift from linear broadcasting to internet-enabled screens is not merely a technological upgrade, but a fundamental reimagining of how narratives are constructed, paced, and delivered to diverse demographics. Prime Video executives, alongside their counterparts from Sony, JioStar, Zee, and NDTV, elaborated on the unique opportunities and challenges presented by this medium. Connected TV allows for unprecedented interactivity, targeted advertising, and personalized content recommendations, which in turn feed a growing appetite for high-quality, niche, and regional programming. Creators are no longer bound by the rigid constraints of traditional broadcasting schedules or strict runtime limitations, opening up creative avenues that were previously unimaginable. Furthermore, the convergence of television and digital streaming has blurred the lines between cinema, television, and web series, creating a unified ecosystem where viewers expect seamless, on-demand experiences. Industry stakeholders at the conference noted that audience expectations have evolved rapidly, driven by the convenience and abundance of choice available on smart devices. Viewers now demand richer production values, more complex character arcs, and immersive viewing formats that rival global standards. The discussions in Mumbai underscored the collaborative effort required from studios, networks, and tech platforms to sustain this momentum. As the Indian media sector continues its aggressive expansion, the insights shared by Gaurav Gandhi and fellow executives at FICCI-Frames serve as a vital roadmap for navigating the transition into a fully connected future, ensuring that storytelling remains vibrant, relevant, and deeply engaging for millions of viewers across the country.