MUMBAI: The ministry of information and broadcasting marked a significant milestone today with the launch of key initiatives for the upcoming World Audio Visual & Entertainment Summit (Waves) at the National Media Centre. Union Ministers Ashwini Vaishnaw and Gajendra Singh Shekhawat led the event, which highlighted India’s ambition to become a global hub for the creative economy.
The Waves Summit, envisioned as India’s answer to the Davos Economic Forum, aims to showcase the nation’s rich cultural and creative landscape, often referred to as the ‘Orange Economy.’
Key Initiatives Launched:
* Waves Bazaar: A global e-marketplace connecting India’s creative talent with international markets, supporting B2B interactions across sectors like film, TV, music, animation, esports, and gaming.
* Create in India Challenges: Three new challenges launched:
o Wah Ustad! – A platform for young classical vocalists, culminating in a grand finale at Waves 2025.
o Make the World Wear Khadi – A creative campaign to position Khadi as a global brand.
o Resonate: The EDM Challenge – Inviting global talent to showcase expertise in electronic dance music.
* Waves Awards: Nominations open on 15 February 2025, celebrating achievements across categories like Game of the Year, Film of the Year, and Advertising Campaign of the Year.
A new challenge was also announced to encourage filmmakers to explore India’s cultural heritage and tourism, promoting the country's vibrant traditions to national and international audiences.
Union Minister of Information & Broadcasting Ashwini Vaishnaw said: “Waves will position India as the global capital of the creator economy, celebrating our cultural strength and innovation.”
Union Minister of Culture and Tourism Gajendra Singh Shekhawat, added: “Our cultural heritage is not just a testament to our past but the backbone of our future on the global stage.”
Renowned filmmaker Shekhar Kapur described India as a “powerhouse of cultural and digital content”, emphasising Waves as a critical platform to demonstrate India’s creative leadership globally.
The summit, scheduled for 2025, aims to converge audio, video, and entertainment industries, offering creators a platform to collaborate, network, and showcase their talents to a global audience.
Says a disgruntled media observer: “Twice, they have postponed it - twice. Waves is a good initiative but the management of its rollout is something that the government needs to get in order and not just leave it to sarkari types who pay obeisance to their superiors. The prime minister may be behind it, but he is not going to execute it on the ground. IFFI has taken decades to reach the quality it has reached now. The MIB will have to put a lot of checks and balances in place to make Waves work. They can't continue living in their echo chambers where everything they are doing is good. Shekhar Kapur as a face is history. The doubting Thomases are wondering whether it will be postponed again.”
