New Delhi’s push to position India as the world’s content creation powerhouse took center stage as Information and Broadcasting Minister of State Dr. L. Murugan addressed Parliament on Friday. Highlighting the transformative role of the WAVES market, he revealed how it’s propelling Indian audiovisual content onto global stages, converting creative talent into jobs and export revenue.
In response to queries in the Rajya Sabha, Dr. Murugan emphasized that WAVES aligns perfectly with the government’s ‘Create in India, Create for the World’ initiative. This flagship event united Indian creators, producers, and startups with buyers, investors, OTT platforms, and tech giants from over 100 countries, fostering unprecedented B2B connections.
The Create in India Challenges (CIC) stand out as a cornerstone, spanning animation, gaming, AR/VR, and music. With 33 creative challenges nationwide, they’ve identified top talent from over a lakh registrations. Winners are gaining international exposure at premier events in Melbourne, Osaka, Toronto, Tokyo, Madrid, Busan, and Cannes, alongside national showcases like IndiaJoy, IGDC, and IFFI Goa.
WAVEX, the startup-focused innovation hub for media and entertainment, is incubating 34 ventures in physical and hybrid modes, with over 100 more in the pipeline. Selected startups from Kalaseutu and Bhashasethu challenges are already piloting with government bodies. Partnerships with T-Hub in Hyderabad and FITT at IIT Delhi promise exponential growth, extending to IICT, FTII, IIMC, and beyond.
Government efforts are intensifying skill development, entrepreneurship, and job creation through expanded WAVEX centers and ongoing CIC programs. Masterclasses by global experts, workshops, and knowledge sessions are upskilling the creative workforce. Ultimately, WAVES Market’s global outreach aims to secure sustainable livelihoods for talent while boosting Indian AV content exports, cementing India’s spot on the world map.