Dear Readers,

This week in Media & Entertainment, the industry is buzzing with shifts that could reshape strategies and revenues. Sony is rethinking exclusivity in its content approach, agency leaders are calling out the move beyond GRPs to sales-driven metrics, and sports commerce is drawing massive investor attention in India.

Let’s dive in!

Is Sony Trading Exclusivity for Reach in its Content Strategy?

Sony Pictures Networks India is leaning into content-sharing and licensing partnerships, prioritising wider reach over platform exclusivity. The move reflects growing cost pressures in broadcasting and streaming while balancing ad, subscription, and syndication revenues.

Read here..

Why you should care: If more broadcasters adopt this hybrid model, the definition of premium, exclusive content could shift—impacting both audience experience and industry economics.

Client Focus Has Moved Beyond GRPs to Sales, Acquisition and ROI: Sujata Dwibedy

Dentsu X CEO Sujata Dwibedy says clients now demand sharper accountability. The conversation has moved from broad TV ratings to tangible metrics like sales uplift, customer acquisition, lifetime value, and ROI.

Read here:

Why you should care:Marketers need to align media investments with measurable business outcomes. This shift could redefine agency-client dynamics and what “success” in campaigns really means.

Big Money: Decoding the Future of Sports Commerce in India

From sponsorships and merchandising to fan experiences and OTT sports streaming, India’s sports economy is evolving rapidly. With investors pouring in, sports is no longer just about the game—it’s a multi-billion-dollar commercial ecosystem in the making.

Read here..

Why you should care: For brands, this is a high-growth opportunity. Sports commerce is becoming one of the most dynamic frontiers for consumer engagement and monetisation in India.

More Stories from This Week

Team India jersey deal not overpaid as it carries a premium: Vice Chairman Neeraj Kanwar

Hollywood movies deliver a hit for Warner Bros in India

BCCI announces Apollo Tyres as new lead sponsor of Team India

India’s OTT audience base crosses 600 million: Ormax Media report

Short-form reshapes India’s video playbook, but TV keeps its edge


That’s all for this week! But the pace of change in media and entertainment never really slows. From evolving audience habits and shifting advertiser priorities to the monetisation of fandom, the industry is rewriting its playbook in real-time.

As always, we’ll be here every Friday to break down the biggest stories and what they mean for you.

Join the conversation and tag us on LinkedIn @ETBrandEquity

Until next week,
-Team ETBrandEquity

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