Chennai: Following Kevin Vaz’s inaugural address at the FICCI MEBC 2025 South Connect, Sandhya Devanathan, Co-Chair of the FICCI Media and Entertainment Committee, VP & Country Head – India at Meta, delivered an insightful industry address, emphasizing the critical role of South India in shaping India’s digital economy and the future of media.
Addressing a distinguished gathering of industry leaders, including Kevin Vaz, Vijay Shankar, and Murali Sriram Swamy, Devanathan expressed her pride in engaging with eminent personalities from South India’s Tamil cinema and entertainment industry.
“I’m really privileged to be speaking here today in front of all of you, such eminent personalities of South India and the Tamil cinema, entertainment, and media industry. As Kevin talked about earlier, your contributions have not only impacted the media and entertainment industry but also fueled the Indian economy’s growth,” she remarked.
She outlined the impact of India’s digital economy, predicting that India is on track to become an $8 trillion economy by 2030, with digital playing a pivotal role. Highlighting the contribution of the southern states, she said, “Southern states contribute about 35% of the nation’s GDP, and the digital economy, which is set to reach $1 trillion, will see a significant portion of this contribution coming from southern states.”
Devanathan emphasized the dominance of the southern states in digital innovation, calling them hubs for startups, AI, IT, and software exports. She pointed out the high internet penetration and mobile-first digital adoption, which are driving the demand for regional content.
“Southern states are not only hubs for startups, AI, IT, and software exports, but they are also leading the way in internet penetration and adoption, with a significant chunk of users consuming digital content on mobile devices,” she noted.
With a growing audience in *tier two and tier three cities, she stressed the importance of regional content. “Indian content is going global, and we are witnessing significant milestones, from winning Oscars to connecting with audiences across cultures. The opportunity to extend our reach to global audiences is immense,” she said.
Discussing the future of technology in media, Devanathan underscored the transformative potential of artificial intelligence (AI). “AI is at the core of everything we do at Meta, and we believe it will be the most significant technological revolution our generation will witness. We have launched Meta AI, now the world’s most used AI system, with 700 million active monthly users,” she revealed.
She highlighted Meta’s AI-driven initiatives that support media and entertainment creators. “Through Meta’s open-source tools and AI-driven products, we are empowering content creators and production houses to innovate and enhance the content creation process. From scriptwriting to ultra-realistic visual and audio effects, AI is helping transform the industry,” she explained.
Devanathan also spoke about Meta’s partnerships with production houses to drive engagement and promote South Indian films. “We are using digital platforms to aid offline movie experiences, bringing movie lovers to the theatres and creating buzz for upcoming releases. By partnering with India-based content providers, we aim to introduce South Indian cinema to global audiences,” she stated.
Concluding her address, Devanathan expressed optimism about India’s media and entertainment sector. “We live in exciting times, especially for India, where the media and entertainment industry has immense potential to accelerate the country’s growth. If we collectively harness the power of technology and blend tradition with innovation, we can ensure sustained growth and global relevance,” she said.
The event concluded with industry leaders acknowledging the transformative role of digital technology, setting the stage for the next phase of South India’s cinema and media landscape on the global stage.
