India’s media industry needs to move from scale to value: Prabhat

India’s media and entertainment industry needs to move beyond producing content at scale and focus on creating enduring economic value through intellectual property, sustainable creative enterprises and global markets, Prabhat, Additional Secretary in the Ministry of Information and Broadcasting, said during his special address at FICCI Frames.

“The central question is no longer simply how much content we can create, it is how much enduring value we can create,” Prabhat said, pointing to the transformation brought about by smartphones and digital distribution.