Dear Readers,

The world of media and entertainment never stands still and this week proves it yet again. From MTV India’s transformation story to Bigg Boss’s enduring dominance and a record ad surge during the Asia Cup, the industry continues to evolve at the speed of culture. As legacy brands reinvent themselves and new platforms redefine engagement, one thing remains constant: India’s appetite for stories, screens, and spectacle.

Here’s your Friday rundown of the biggest shifts, numbers, and narratives shaping the business of entertainment:

From Tunes to Reality: How MTV India Stayed Relevant

Once synonymous with music and pop culture, MTV India has transformed into a youth entertainment powerhouse. While global counterparts are shutting down, MTV India’s pivot to reality and digital-first content has helped it endure.

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Why you should care : The channel’s evolution is a case study in adapting brand DNA to changing audience habits, proof that reinvention, not nostalgia, drives longevity.

Why Bigg Boss Still Rules Indian Reality TV

Nearly two decades on, Bigg Boss remains a TRP magnet. Blending celebrity drama with mass appeal, the show continues to attract advertisers and audiences alike, setting benchmarks for sustained viewer engagement.

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Why you should care: As audiences fragment, Bigg Boss proves that format innovation and audience familiarity can coexist—and still deliver scale in the streaming era.

Asia Cup 2025 Ad Volumes Soar 38%, PepsiCo Tops Advertisers

TAM AdEx data shows ad volumes during the Asia Cup 2025 surged 38% over 2022, with PepsiCo leading the advertiser pack. Cricket continues to command prime ad real estate as brands bet big on visibility and emotion.

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Why you should care: Despite media diversification, cricket remains India’s most powerful advertising stage—driving engagement across screens and demographics.

Stories You Might Have Missed

Zee Entertainment Q2 Net Profit Falls 63% YoY, Revenue Down 2%

Paisa Vasool Sustainability: Why Doing Good Should Feel Like a Good Deal

Culver Max Sees Profit Dip Amid Ad Slowdown, Subscription Rises in FY25

How Reality Finally Caught Up with MTV

Tamil Nadu Govt Postpones Hindi Ban Bill on Ads & Films


We hope you enjoyed this week’s roundup of the key stories shaping India’s media and entertainment landscape.

Your voice matters! Join the conversation, share your perspectives, or tell us which trends are catching your attention. Connect with us on LinkedIn at @ETBrandEquity — we love hearing from our readers.

Stay tuned for next week’s newsletter for more insights, analysis, and stories from the world of media and entertainment.

— Team ETBrandEquity

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