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Stalwarts of the Media and Entertainment Industry come together to discuss the relevance of soft power in winning over the world
Dec 08, 2023
NEW DELHI, 08 December 2023: Addressing FICCI’s 96TH Annual General Meeting and Annual Convention, on the theme- ‘The World’s Growth Engine’, Mr Karan Johar, Director, Dharma Productions Pvt Ltd, said that international buyers are now looking to buy Indian content, the success of which can mainly be attributed to online OTT streaming.
Addressing the session on ‘Winning the World with Soft Power’, Mr Johar said, “People across the world are now consuming content of all languages. A lot of content is now being consumed internationally, mainly due to the platforms that are accessible to the audience worldwide. India went global with films life RRR, which garnered a large audience across the world.”
“The biggest crossover is happening between the north and the south; the whole of India is watching good films and content regardless the language,” Mr Johar stated.
“The magic of cinema will always remain. The silver screen should be called the golden screen because it will always remain gold. Celluloid will be always empowered,” he elucidated.
Ms Ekta Kapoor, Joint Managing Director, Balaji Telefilms Ltd & Director, Balaji Motion Pictures, said, “Our storytelling format is now getting accepted globally. It has made a business of USD 23 billion, which was unthinkable of previously. However, as far as Indian television is concerned, we only rely on storytelling to cater to the Indian masses. The real sense of explosion as far as Indian content is concerned is when we go back to creating content for the Indian masses but at a budget that is global.”
Mr Gaurav Banerjee, Head Content, Hindi Entertainment, Disney+Hotstar, said, "We need to think about how mass television can go to the next level. Streaming revolution can make it possible to produce quality content for the Indian masses.”
Ms Sudha Shivkumar, National President, FICCI Ladies Organization (FLO) and Director, Shiv Automobiles Pvt Ltd, said that soft power is invaluable dues to India's positioning during the G20 summit at the Bharat Mandapam. ‘Vasudeva Kutumbakam’, which translates to ‘The World is One Family’ has now emerged as a template for development and progress for the world to emulate, she noted.
“In the spirit of collaboration and shared vision, the two days of FICCI AGM will lead to exchanging ideas, fostering partnerships, and envisioning a future where FICCI continues to be the beacon of progress and prosperity,” she added.
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