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India’s media and entertainment (M&E) industry is experiencing rapid digital transformation, fueled by rising global collaborations and the growing influence of independent creators. To channel this momentum and establish India as a global content hub, the Ministry of Information and Broadcasting (I&B) launched WAVES Bazaar in January 2025—a first-of-its-kind hybrid content marketplace that connects creators, investors, and distributors across various media segments.

Now entering its second phase, WAVES Bazaar is expanding with AI-driven matchmaking, online pitching sessions, and secure viewing rooms—initiatives aimed at strengthening India’s creative ecosystem and democratizing access for new talent.

About WAVES Bazaar

WAVES Bazaar serves as a digital platform bringing together diverse stakeholders from films, television, animation, gaming, music, radio, advertising, and podcasts. It allows creators to network, pitch ideas, and collaborate with OTT platforms, production houses, distributors, and financiers.

Key Features of the Second Phase

• Online Pitching and Viewing Rooms:Budding creators will now be able to pitch directly to production houses, OTT platforms, and investors through virtual sessions. The addition of secure online viewing rooms will allow content buyers to preview projects safely, ensuring transparency and intellectual property protection.
• AI-Driven Matchmaking and Profiling:Artificial Intelligence will enhance the platform’s efficiency by recommending suitable collaborators—such as financiers, distributors, or genre-specific buyers—based on project details. The system will also support automated profile building, pitch deck creation, and project scoring, guiding creators to improve their market visibility.
• Skill Development and Knowledge Hub:The second phase introduces a knowledge ecosystem comprising webinars and masterclasses by industry experts. These sessions aim to bridge the knowledge gap for emerging creators and provide mentorship on project development, financing, and global trends.
• Global Outreach and Co-Production Opportunities:WAVES Bazaar will expand its international footprint through delegations and participation in global festivals. It also seeks to strengthen co-production treaties with partner countries, promoting cross-border collaboration and investment in India’s creative sectors.

Significance for India’s Creative Economy

The initiative aligns with India’s ambition to become a global content hub by enabling equal opportunities for small and independent creators. It aims to diversify creative exports beyond films into music, gaming, animation, podcasts, and short-form content, while also enhancing India’s soft power and digital cultural economy.

By integrating technology, mentorship, and market access, WAVES Bazaar could emerge as the central gateway for Indian creative exports, fostering innovation and sustainable growth in the sector.

Challenges and Way Forward

While the portal’s potential is immense, its success will depend on addressing data security, ensuring inclusive access for regional creators, and maintaining long-term international partnerships. If implemented effectively, WAVES Bazaar 2.0 can position India as a leading creative powerhouse, bridging the gap between talent and opportunity in the global digital age.