Digital Era Redefines Media Revenue Streams

At the Ad Trust Summit 2026, Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting, emphasized digital platforms' role in media revenue, contributing nearly 30%. He discussed evolving agency models, AI's influence, and regulatory compliance, while underscoring the importance of responsible communication and authenticity.

The media landscape is undergoing a profound transformation, with advertising revenue serving as its financial backbone. Digital platforms have become pivotal, contributing nearly 30% to total media earnings, as disclosed by Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting, during the Ad Trust Summit 2026 organized by ASCI.

Jaju highlighted the shift in agency models, driven by innovative entrants and increased digital monetisation. He noted the democratization of access, allowing individuals and small businesses to reach consumers more directly through evolving digital avenues, such as live streaming and short videos.

Addressing the role of AI, Jaju pointed out its dual nature as an asset for targeted advertising and fraud detection, yet a potential risk in perpetuating misinformation. Furthermore, he touched on regulatory measures concerning gambling ads, influencer responsibilities, and the criticality of authenticity and compliance in securing consumer trust in a digital age.

(With inputs from agencies.)