Mumbai: Gajendra Singh Shekhawat, Union Minister of Tourism & Culture, on Tuesday urged the country’s media and entertainment industry to move beyond its scale as a content market and establish itself as a global creative leader. The future of Indian storytelling may be increasingly shaped by technology, but its core must remain human, he added.
Speaking at the 26th edition of FICCI FRAMES in Mumbai, Shekhawat said called India the largest center of creativity for the world. “India is the largest center of creativity for the world. It not only possesses content but it also possesses context along with diversity and tradition of storytelling. Now, it is the time to advance India’s culture, economy, employment, global standing and tourism, together. This is our creative capital,” he stated.
“Attention is limited, but choice is limitless and trust is the key,” Shekhawat said.
“India’s edge is not just audience size. It is cultural history, linguistic diversity, young talent, technical capability and a storytelling tradition going back thousands of years, from the cave paintings of Bhimbetka and oral traditions to literature, sculpture, painting, folk arts, cinema, and now OTT, gaming and music.”
The future will be powered by technology but its soul has to remain human, the minister added before calling on the industry to build on originality, trust and human creativity. The industry is in a period of unprecedented change. Artificial intelligence, digital platforms and new forms of content creation are reshaping how stories are made, distributed and consumed, he added.
“I feel that in the next two to three years, a time will come when the whole world will start looking towards low-AI content, no-filter content, or human-only content,” Shekhawat said.
Emphasizing on key changes, the minister said, “We must move beyond making India just a content consumer and work together to make it a world leader in content creation and creativity. We must move beyond the scale of our audience and build original Indian intellectual property. We must connect the India seen on screen with the experience of travelling through the real India, so that stories inspire tourism and tourism creates local prosperity,” he said.
Speaking on the use of newer technologies and opportunities, Shekhawat said that the creative economy can generate great opportunities in various sub sectors including AVGC, XR, gaming, virtual production, and artificial intelligence are new languages of storytelling. “They can bring ancient cities to life, can reveal the complete story of an object in a museum and offer a new way for the younger generation to engage with culture and cultural practices,” he added.
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