NEW DELHI: By exploring how AI can optimize content generation and drive innovation, the Waves Summit underscores India's readiness to lead in technological advancements within the media sector, said C. Senthil Rajan, Joint Secretary, Ministry of Information and Broadcasting (MIB), while addressing the 19th India Digital Summit (#IDS2025) in New Delhi on Friday.

Waves 2025 is being organized by the Ministry of Information and Broadcasting, Government of India, to celebrate and amplify India's creative and media economy, according to an official release.

As part of the Waves Summit, being held February 5–9, 2025, the ministry is also launching the Create in India Challenge, Season 1, which will feature several 'challenges' aimed at fostering innovation and creativity. Out of these, the Internet and Mobile Association of India (IAMAI) is collaborating in organizing four key challenges: Waves Reel Making Challenge in partnership with Meta, Waves Explorer Challenge in association with YouTube, Waves Chronicles: AI Comic Art Challenge in association with Google Play and Waves AI Art Installation Challenge. These challenges aim to bring together creators, technologists, and innovators to explore the intersection of art, technology, and storytelling, further positioning India as a leader in the global creative economy.

The 19th IDS is being organized by the Internet and Mobile Association of India (IAMAI) in collaboration with the Ministry of Electronics and Information Technology (MeitY) and the Ministry of Information and Broadcasting, Government of India, supported by Digital India, Skill India and Make in India.

Highlighting India's ascent as a powerhouse in the creative and technological dimensions of the global media landscape, Rajan said, "Waves 2025 is designed to be a transformative, industry-led platform that brings together global and Indian stakeholders across the media and entertainment sectors. Through collaboration, showcasing innovation, and championing Indian creativity, we aim to position India as a global leader in media technology and content creation."

Titled "Waves Unveiled: Showcasing India's Creative Power in the Global Media Economy", the session also shed light on the Waves Bazaar, a one-stop marketplace for the media and entertainment sector which expands on the concept of NFBC's Film Bazaar by creating a platform for cross-sector collaboration, B2B meetings, and showcasing innovations.

Achal Malhotra, CEO, Waves, Natasha Jog, Director, Public Policy India, Meta, Aneesha Dhar, Head, Google Play, Ecosystem and Scaled Partnerships India, and Kavitha KK, Government Affairs and Public Policy Manager India, Google also spoke at the event.

Talking about the creative challenges and India's commitment to fostering young talent, the official said the Waves' emphasis on supporting startups in the media and entertainment space reflects the importance of nurturing entrepreneurial innovation. The platform will also facilitate discussions on policy roadmaps to create an enabling environment for growth, job creation, and investment in the sector. Waves 2025 aligns with India's larger economic vision, as articulated by the Honourable Prime Minister, positioning the media and entertainment industry as a critical driver of growth, he added.

IDS 2025 is being powered by NPCI, Amazon India and MPL are platinum partners. Among Gold Partners are PhonePe; Australia Trade and Investment Commission; IDA Ireland; Paytm ads, Jagran New Media and Exotel. Route Mobile is the Cloud Communications Partner. Silver Partners include AWS, ShareChat, Shiprocket; Times Internet, and TV9 Network.