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From TV to AI: Traditional media firms expanding horizons
Mint New Delhi
|November 17, 2025
As streaming budgets shrink and theatrical growth slows, traditional media firms are rapidly diversifying to cast wider nets.
Abundantia Entertainment, known for films like Baby, Toilet-Ek Prem Katha, and Airlift launched a division dedicated to developing and producing stories powered by artificial intelligence titled Abundantia aiON last month.
Ekta Kapoor's Balaji Telefilms has launched AstroVani, an astrology app and Kutingg, a family entertainment app offering fiction, nonfiction, short-form videos, and vertical content for mobile-first users.
Music label Saregama also forayed into live events, while Banijay Asia, best known for Bigg Boss and MTV Roadies, partnered with Collective Artists Network to launch a creator-led content and IP engine.
Experts say that traditional entertainment, including TV, movies and even long-form OTT, has slowed in growth, while digital engagement has exploded for newer formats.
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