The Growth of the Media World Has Sustained Tech Disruption

Sandeep Marwah is a distinguished media entrepreneur, educator, and visionary in the creative arts, widely recognized for his significant contributions to India’s media and entertainment industry. As the founder of Marwah Studios, a prominent film and television production hub in Noida, he has been instrumental in shaping the nation’s creative landscape. Additionally, Marwah is the driving force behind the Asian Academy of Film & Television (AAFT), one of India’s foremost film schools, where he has mentored thousands of students, including many prominent industry professionals.

Moreover, Marwah is the visionary Founder and Chancellor of AAFT University of Media and Arts, a leading institution in Chhattisgarh dedicated to advancing excellence in media education. Under his leadership, the university has become a trailblazer in fostering innovation and equity across diverse fields, including Filmmaking, Journalism, Performing Arts, Advertising, Acting, Interior Design, Dance, Digital Marketing, Animation, and Fashion Design.

A man of many talents, Marwah holds several world records in media, notably as the creator of Noida Film City, a major center for film and television production. His global contributions have earned him numerous accolades and honors from international organizations.

Beyond his leadership in education and production, Marwah serves as a cultural ambassador, using art and media to promote global peace. He has worked with international bodies such as UNESCO, IFTRC, and ICMEI, fostering cross-cultural exchange and international cooperation in the media and entertainment sectors.

Sandeep Marwah’s unwavering commitment to education, cultural diplomacy, and the growth of creative industries has made him a respected figure both in India and on the global stage.

In an exclusive conversation with The Interview World at the 21st Indo-US Economic Summit, hosted by the IACC, Sandeep Marwah, who currently serves as the International Commissioner of the Hindustan Scouts & Guides Association under the Ministry of Youth Affairs and Sports, discussed the evolving media landscape of the 21st century. He highlighted the disruptions caused by digitization, examined the erosion of credibility in the media, and emphasized how the collaboration between Hollywood and Bollywood will shape the future of global cinema. Below are the key insights from his thought-provoking conversation.

Q: How is media evolving in the 21st century, and what are the key factors driving its transformation in the current global landscape?

A: Media has always played a crucial role throughout history, serving as a powerful tool to inform and influence society. Today, however, its significance has grown even more profound. In an age where both good and bad events unfold across the globe, it is the media’s responsibility to bring these events to light, ensuring that the public remains informed. This is why media is often referred to as the “fourth pillar,” acting as a watchdog over both governmental and private affairs. It has the unique role of highlighting important developments on a larger scale, reaching audiences far and wide.

This fundamental role of media has evolved significantly, largely due to the advent of digitization. Digitization has transformed media from a centralized source of information to a platform accessible to everyone. With nearly everyone carrying a mobile device, individuals now possess the ability to express their thoughts and opinions to a global audience.

This shift has made it easier for people to share their perspectives with the world, broadening how individuals communicate with large audiences.

Q: What disruptions has digitization brought to the media industry?

A: I wouldn’t call it disruption. I’ve heard this term used for many years, but it doesn’t quite capture what’s happening.

I’ve been involved in cinema for a long time, and I vividly remember when television first emerged. People were alarmed, thinking it would disrupt cinema and that films would become obsolete. Yet, cinema survived. Then, when the internet and computers arrived, the fear resurfaced—people thought both television and cinema would be wiped out, with everything shifting to computers. But, again, both mediums persisted, evolving to hold even more significant roles.

When mobile phones and the internet became widespread, many thought it was the end of traditional media, predicting chaos in the industry. Yet, all these forms of media have not only survived but thrived. Each new invention or discovery is often met with skepticism at first, but over time, these advancements tend to complement what already exists, enhancing rather than replacing.

Digitization, in particular, has contributed immensely. It has expanded our reach, made communication easier, and broadened our connections. Just imagine—without digitization in India, 220 million people wouldn’t have been able to receive financial support during the pandemic. It has become an indispensable part of our modern world, helping us navigate and survive unprecedented challenges.

Q: Why has the credibility of media come under scrutiny, and what factors are contributing to the growing concerns about trust in news and journalism today?

A: For over 40 years, I have been immersed in the creative arts, with 36 of those years dedicated directly to media. In every profession and every industry, including media, you encounter both good and bad individuals.

Serious professionals, those who take their work to heart, will never allow their reputation to be tarnished. However, with the rapid growth of the industry, some enter with the sole intention of making quick money. These individuals come and go, fading as quickly as they appear.

When you examine the history of this remarkable media and entertainment industry, it becomes clear that only those who have thrived are the ones who have persisted. Their success is a result of their unwavering dedication, genuine efforts, and deep involvement in the field. It is their commitment to excellence that has allowed them to endure.

Q: What does the future of collaboration between Hollywood and Bollywood look like, and how might this partnership shape global cinema and cross-cultural storytelling?

A: I am thrilled to share that a 230-acre Media and Entertainment City is coming up in Noida, adjacent to Jewar Airport. This development will be a significant landmark for the media and entertainment industry, showcasing to the world that we are on par with the United States in this field. It will be a hub for cinema and entertainment, a state-of-the-art example of what the industry can achieve.

Historically, we have collaborated extensively with the US, and while Indian cinema has always looked up to America, in many ways, our industry is even larger. Consider this: we produce 2,000 films in 28 languages each year, while the US produces only about 450. We sell around 5 billion tickets annually, compared to the USA’s 3.5 billion. In terms of quantity, we are ahead by a large margin. Though the quality of our films continues to improve, making us comparable to any international cinema, our revenue is naturally lower because we sell our products in rupees, unlike the USA.

Nonetheless, we are working closely with American companies. Many US firms have partnered with Indian companies, and together we are advancing the industry. Animation, which is a key sector in the audiovisual, gaming, and comic (AVGC) space, has grown significantly. India and the US have already collaborated on numerous animation projects, and many more are in the pipeline.