This Year-Opener under BRIEF26 has been authored by Sanjay Dwivedi, Group CEO and Group CFO, Balaji Telefilms Ltd, exclusively for Mediabrief.com. Insights and inspiration for tomorrow.
2025 was a year of recalibration and clarity for the entertainment industry. One of the most defining shifts was the renewed strength of television alongside digital maturity—proof that strong storytelling continues to transcend platforms. For us, the year reinforced the value of disciplined content creation, sharper greenlighting, and a deeper understanding of audience behaviour across formats.
A key lesson from 2025 was that scale alone is no longer a differentiator—relevance is. Some earlier advice around chasing volume or trend-led content without a strong narrative spine has clearly become outdated. What worked best was focused investment in stories with emotional depth, cultural resonance, and long-term franchise potential.
The year also underlined the importance of agility—being able to adapt formats, monetisation models, and distribution strategies quickly in a rapidly evolving media environment.
Looking ahead to 2026
As we look to 2026, our priorities are anchored in strengthening our core while selectively expanding into high-conviction opportunities. We will continue to invest in television fiction and films—areas where strong IP, consistent storytelling, and scale still deliver sustained value.
At the same time, we see digital as a complementary growth engine, particularly through flexible models, platform partnerships, and content that travels well across devices and demographics.
We expect data-led commissioning, sharper audience segmentation, and hybrid monetisation models to matter far more in 2026. Connected TV, improved measurement frameworks, and a more transparent advertising ecosystem will further blur the lines between linear and digital. Conversely, we will be more cautious about overextending into crowded or low-differentiation content spaces, focusing instead on quality, efficiency, and brand-aligned storytelling.
Stay curious, stay grounded
Our guidance to our teams and younger professionals is simple: stay curious, stay grounded, and stay committed to craft. The industry will continue to evolve, but storytelling fundamentals—character, emotion, and authenticity—will never go out of style. At the same time, professionals must build fluency across platforms, data, and technology, as creative and commercial decisions are increasingly interconnected.
We encourage our teams to think long-term, embrace collaboration, and remain resilient in the face of change. 2026 will reward those who combine creative conviction with adaptability, discipline, and a deep respect for the audience. That balance will define the next phase of growth for both individuals and the industry at large.
With nearly 30 years in Media, Entertainment, and FMCG, Sanjay Dwivedi has shaped Balaji’s financial and operational strategy. Joining as CFO in 2013, he led initiatives in fund-raising, tax optimization, and long-term growth. Now Group CEO & CFO, he oversees strategic planning, financial governance, and sustainable expansion. His experience spans leadership roles at Nimbus Communications, Radio Mirchi (ENIL – Times Group), and finance positions at GlaxoSmithKline and Tata Steel.
