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From TV to AI: Traditional media firms expanding horizons
Mint Hyderabad
|November 17, 2025
As streaming budgets shrink and theatrical growth slows, traditional media firms are rapidly diversifying to cast wider nets.
Slowing theatrical growth and shrinking budgets driving firms to explore revenue streams and multi-format engagement.
(ASTROVAN)
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.
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