Dear Readers,

The media and entertainment industry this week reflected both continuity and change. Connected TV is gaining a bigger place in media plans though still held back by the lack of unified measurement. AI-led advertising is finding wider adoption during the festive surge. Meanwhile, the return of veteran media executive Raj Nayak marks a new chapter in television entrepreneurship. And a sharp reminder on the art of sales underscores why relevance always trumps volume.

These stories together highlight how the sector is balancing new technologies with leadership moves and timeless fundamentals.

Let’s dive in

CTV grows in media plans, but unified measurement still a gap

Connected TV continues its steady climb in Indian media strategies, but the lack of consistent measurement standards remains a sticking point for marketers and agencies.

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Why you should care: As CTV budgets rise, unresolved measurement challenges could slow ROI clarity, making it a critical space to watch for both media planners and broadcasters.

JioStar’s Moment.AI adoption grows across festive and lifestyle categories

Marketers are turning to contextual AI tools like Moment.AI to catch consumer attention at just the right moment. With festive campaigns ramping up, adoption is accelerating across key lifestyle segments.

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Why you should care: This signals a shift towards precision-led advertising where emotional context drives brand recall, raising the bar for how campaigns are planned.

The seven-year pitch: Scripting Raj Nayak’s return to mainstream TV with Ideabaaz

Industry veteran Raj Nayak is back with Ideabaaz, aiming to bring fresh programming ideas to mainstream television after a seven-year break.

Read here..

Why you should care: Leadership moves like these often reshape programming strategies and industry dynamics, making Nayak’s return one to track closely.

Why great media sellers never sell combs to the bald

A sharp take on the art of media sales — reminding that true success lies not in aggressive pitching but in aligning with real client needs.

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Why you should care: In a market cluttered with offerings, relevance and problem-solving matter more than a hard sell. A timely reminder for both buyers and sellers.

Stories you may have missed this week

Franchise flicks lose their shine as big bucks bounce back small

Indian filmmakers say too early to assess impact of Donald Trump’s 100% tariff proposal

Two-minute tales, billion-dollar bets

Kevin Vaz re-elected IBDF president as AGM reaffirms TV’s enduring strength

NCLT approves merger of Star Television productions with Jio Star

That’s all for this week’s edition.

As the festive quarter unfolds, expect sharper campaigns, bigger experiments with formats, and fresh debates on where the next advertising rupee will go. We’ll continue tracking the shifts that matter most to brands, platforms and audiences.

Share your thoughts with us on LinkedIn and tag @ETBrandEquity.

See you next Friday,

-Team ETBrandEquity

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