Backed by Reliance Industries and Asia’s Wealthiest Individual, Viacom18’s Has an Ambitious Vision: Transforming Indian Media Landscape with Uday Shankar at the Helm

Once considered an underdog in the media landscape, Viacom18, along with its JioCinema streaming service, is set to emerge as a dominant force in the $28 billion Indian media market. Backed by Mukesh Ambani, chairman of Reliance Industries and Asia’s wealthiest individual, Viacom18 plans to merge with Walt Disney Co.’s India operations, creating a powerhouse with dozens of cable TV channels and tens of millions of streaming subscribers valued at $8.5 billion.

Shankar, a seasoned media veteran with a knack for innovation, is the driving force behind this ambitious endeavor. His illustrious career, which includes transforming Star India into a prized asset for the Murdoch family and spearheading the launch of Disney+ in Asia, positions him as a key player in India’s media strategy.

With a deep understanding of India’s diverse market and consumer preferences, Shankar aims to capitalize on the country’s digital transformation. By offering ad-supported programming and leveraging Viacom18’s extensive content library, including sports streams and Bollywood productions, Shankar plans to capture a larger share of India’s digital advertising revenue.

Under Shankar’s leadership, JioCinema has witnessed remarkable growth, securing licensing deals with major Hollywood studios and becoming a key player in India’s streaming landscape. The upcoming merger with Disney’s India operations will further bolster Viacom18’s market position, with plans to acquire rights to prestigious events like the IPL and the Cricket World Cup.

While challenges remain, including profitability concerns and competition from global streaming giants, Shankar remains undeterred. His vision for Viacom18 is rooted in innovation and adaptability, as evidenced by the company’s content strategy focused on daily soap operas and mobile-centric experiences.

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