Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World

Source Title: Journal of Cases on Information Technology (JCIT)23(4)

ISSN: 1548-7717|EISSN: 1548-7725|EISBN13: 9781799859192|DOI: 10.4018/JCIT.296255

MLA

Ahuja, Vandana. "Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World." JCIT vol.23, no.4 2021: pp.1-17. http://doi.org/10.4018/JCIT.296255

APA

Ahuja, V. (2021). Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World. Journal of Cases on Information Technology (JCIT), 23(4), 1-17. http://doi.org/10.4018/JCIT.296255

Chicago

Ahuja, Vandana. "Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World," Journal of Cases on Information Technology (JCIT) 23, no.4: 1-17. http://doi.org/10.4018/JCIT.296255

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Abstract

Technology is the mast that keeps the flag of the entertainment industry flying high. As technology evolves and the mode and quality of entertainment changes vigorously, India represents one of the Top 5 Entertainment and Media markets across the world. The growing usage of 3G, 4G and portable devices, rising advertising revenues, growing consumer demand has resulted in the growth of the Indian media and entertainment industry at a CAGR of 10.9 percent from FY 17-18. Constant support from TRAI (Telecom Regulatory authority of India) and the Govt. of India has pushed the Indian Media and Entertainment(M&E) Industry on a progressive growth path. This manuscript traces the evolution of the M&E landscape and discusses specific cases from the M&E industry where social media has been instrumental in hugely impacting the consumption of the M&E content.