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Indian digital summit
Entertainment
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Moneycontrol•31-01-2026, 18:24

AI Rewires Content Value Chain: JioStar's Prashant Khanna at India Digital Summit 2026

  • •Prashant Khanna of JioStar states AI is transforming the media industry, acting as an operating layer across the entire content value chain.
  • •At India Digital Summit 2026, Khanna highlighted AI's role in live sports broadcasts for precision, real-time accuracy, and augmenting creative talent.
  • •AI and automation help production teams prepare, anticipate outcomes, and execute complex workflows by analyzing data and suggesting visuals.
  • •In distribution, automation adapts live content into multiple formats (horizontal, vertical, highlights) for diverse audience consumption preferences.
  • •Khanna emphasized that seamless end-to-end automation in production and distribution is key to acquiring viewers, deepening engagement, and offering differentiated experiences.

Why It Matters: AI is fundamentally reshaping the content value chain from production to distribution, enhancing efficiency and viewer engagement.

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