Every time I walk into a media strategy meeting these days, I hear the same word—AI.
Automation. Personalization. Scale.
All important. All necessary.
But here’s my problem.
We are over-discussing the future and underestimating the present.
Because while we debate AI, the real growth engine of Indian media is already running at full speed—quietly, consistently, and profitably.
It is called regional media.
Let Me Start With a Ground Observation
Working closely with News 7 Tamil, I’ve seen something that no presentation or report can fully capture:
When content feels local, engagement becomes personal.
Not higher. Not better.
Personal.
And that changes everything.
The Data Confirms What We See Daily
Let’s not rely only on instinct:
- 75%+ of India’s internet users consume regional content
- Regional language consumption is growing 2x faster than English
- ~65% of video consumption is already regional
- The next 300 million internet users will come from non-metro India
We don’t need more proof.
Regional is not the future. It is the present.
The Biggest Shift No One Talks About Enough
The real shift is not digital.
The real shift is this:
From Reach to Relevance
Earlier: “How many people will see this?”
Now: “Who exactly will respond to this?”
This is where most national campaigns fail.
And this is where regional media wins—every single time.
Because a message that works in Delhi does not automatically work in Madurai.
But a message built for Madurai?
It works. And it converts.
What Actually Works on the Ground
Let me simplify what we’ve learned through execution:
- District stories beat national noise
- Ground events build trust faster than studio debates
- Youth formats reposition legacy brands
- Cultural content (especially devotional) delivers consistency
None of this is accidental.
It is the result of proximity to the audience.
Now Let’s Talk About AI—Honestly
AI is powerful. No debate.
It will:
- Speed up content creation
- Improve targeting
- Reduce costs
But here’s what it will not do:
It will not understand people better than people who live among them.
AI doesn’t attend local events.
AI doesn’t feel public sentiment.
AI doesn’t understand cultural nuance.
So yes—use AI.
But don’t outsource your understanding of the audience to it.
The Industry’s Biggest Missed Opportunity
Here’s a hard truth.
Regional media has the audience.
But many players still don’t have the monetization mind-set.
We are still:
- Selling spots instead of solutions
- Quoting rates instead of outcomes
- Reacting instead of strategizing
This has to change.
Because today’s client is not asking for visibility.
They are asking for business impact.
My Clear Point of View
Let me say this without dilution:
Regional media is undervalued not because of lack of strength—but because of lack of positioning.
And that is fixable.
What Needs to Happen Next
If regional media wants to lead (not just grow), three shifts are critical:
- Think like a brand, not just a broadcaster
- Sell integrated solutions, not fragmented inventory
- Build IPs that create long-term value, not short-term revenue
This is where the next level of growth lies.
Closing Thought
India’s next 500 million media consumers will not come looking for content.
They will come looking for connection.
And connection does not come from scale.
It comes from understanding.
Regional media already has that advantage.
The question is—
Will we use it fully?
Coming Next in “Ground Reality”
Media Sales is Broken: Why Strategy, Not Inventory, Will Drive the Next Revenue Wave
