ELIUD KIBII: India invites Kenya to audiovisual fete in global foreign policy push

India has formally invited Kenya to the World Audio Visual Entertainment Summit happening in Mumbai in May.

Following the invitation, ICT and Digital Economy CS William Kabogo noted that his ministry is in the process of actualising programmes agreed on in the bilateral MoU signed by Kenya and India in December 2023.

Speaking during a meeting with India High Commissioner Namgya Khampa, the CS said Kenya and India are keen to tap into the rich culture, technological and innovation prowess of the two countries, especially in the field of entertainment and film industry where India has a flourishing movie industry.

India is leveraging on its media and entertainment success as its soft power tool in expanding its global influence. India’s entertainment industry, particularly Bollywood, plays a significant role in its soft power, showcasing Indian culture globally.

It does this through films, music and other forms of media, fostering cultural exchange and positive perceptions of the country India, one of the largest and most diversified content producers globally, will host WAVES 2025 in Mumbai.

According to India’s Ministry of Information and Broadcasting, the summit seeks to showcase the country’s prowess in audio, visual and entertainment while catalysing the growth of the nation’s creative economy.

It will involve the India Prime Minister’s session with top global CEOs, Global Media Dialogue Interaction of Ministers with key policymakers dealing with the media and entertainment sector across the globe, thought leaders engagements and conferences.

Among the notable global CEOs expected to attend are Theodore Sarandos (Netflix), Satya Nadella (Microsoft), Sundar Pichai ( Alphabet Inc and Google), Ravi Ahuja (Sony Pictures) and Mike Hopkins, head of Prime Video and Amazon.

There will also be a Waves Bazaar, an industry-led global marketplace for identifying business partners for tie-ups as well as convergence of buyers and sellers from different countries. India’s entertainment industry spans films, television, OTT (Over The Top) platforms, sports and news.

“From Bollywood’s iconic storytelling to the growing prominence of Indian content across global digital platforms, India’s influence on the world stage is undeniable,” the ministry says in a statement.

India’s government says with the country’s current market size of $26.2 billion, it has more potential to significantly increase its share.

“Technological advancements, coupled with the rise of OTT platforms, have dramatically expanded India’s reach, making Indian content accessible to global audiences across 130 countries,” it says.

“Dubbing and subtitling capabilities have further helped export Indian stories worldwide, with the potential to fuel the next wave of growth in Indian content creation.”

India ranks 30th with a score of 49.8 out of 100 in the Brand Finance Global Soft Power Index 2025 released in February.

“This score firmly puts India in the global conversation, with its Familiarity and Overall Influence rankings holding steady at 13th and 16th, respectively—a testament to its presence in the world’s spotlight,” Brand Finance said in a statement.

The highlight of the report was India’s cultural influence, which it noted continues to grow, with the country securing the 12th spot in the Culture and Heritage pillar.

“Arts and entertainment are a standout area, with India ranked sixth in the world—reflecting its ever-expanding cultural exports, from cinema to music to digital content.”

Against this backdrop, WAVES 2025 is poised to be a transformative event for India’s media and entertainment landscape.

By embracing technological advancements, fostering global partnerships and encouraging innovation in content creation, WAVES 2025 will propel India into the next phase of its M&E industry leadership.

This event will underscore India’s potential to not only be a content powerhouse but also a global thought leader in the media and entertainment space.

The global media and entertainment industry, encompassing films, TV, broadcasting, print, radio, advertising, animation, VFX, gaming, music and live events, reached revenue of $2.32 trillion in 2022.

India is handling the event with a “global leadership vision”, with WAVES 2025 designed as a pivotal platform for ideas, collaboration and innovation within the media and entertainment industry.

“It will serve as a forum for India to position itself as a global leader in content creation, technology integration, and creative industry growth,” the event concept note says.

The summit’s focus areas will include positioning India as a global creative economy leader, act as a platform for global partnerships and help in developing a skilled workforce for the future.

“WAVES will showcase India’s growing role in intellectual property (IP) creation for both domestic and global markets, leveraging the country’s wealth of talent and creativity. This initiative will strengthen India’s contribution to the global creative economy, driving innovation and new business opportunities,” the concept note says in part.

With the ever-expanding influence of Indian content globally, it adds, the summit will encourage industry collaborations, partnerships, and investments.

“India is being positioned as a business-friendly investment destination, offering modern infrastructure, a skilled workforce, and a rapidly evolving ecosystem. One of the core pillars of WAVES 2025 is the emphasis on building the capacity of India’s media and entertainment infrastructure,” it says.

It adds that the summit will explore strategies for developing a future-ready workforce that can meet global demands, including creating training programmes, nurturing talent and adopting cutting-edge technology in broadcasting, animation, gaming and digital media.

Pillars of focus will be broadcasting and infotainment: Animation, visual effects, gaming, comics and extended reality, digital media and innovation and films.