waves bazaar for 20 September 2025

WAVES Bazaar Latest News

• The I&B Ministry has launched the second phase of WAVES Bazaar, introducing AI matchmaking, online pitching, and secure viewing rooms to empower Indian content creators and boost global outreach.

Introduction

• India’s media and entertainment industry is undergoing rapid transformation, driven by digitisation, global collaborations, and the growing power of independent creators. 
• To strengthen this momentum, the Information and Broadcasting (I&B) Ministry launched WAVES Bazaar in January 2025 as a hybrid content marketplace. 
• Now, the portal is entering its second phase, introducing online pitching sessions, secure viewing rooms, and AI-based matchmaking tools to empower content creators and make India a global content hub.

About WAVES Bazaar

• WAVES Bazaar is a government-backed initiative that connects creators, investors, production houses, OTT platforms, distributors, and financiers on one digital platform. 
• It was designed as a networking and marketplace hub covering films, television, animation, gaming, music, advertising, sound design, radio, and podcasts.
• The platform has already:
  • Onboarded over 6,000 creators and sellers, and 5,500 buyers and companies.
  • Enabled 2,000+ projects to go live.
  • Generated over Rs. 1,300 crore in business leads during its first summit in Mumbai.
  • Facilitated Rs. 100 crore worth of investment discussions via editions in Toronto and Melbourne.
  • Attracted buyers and delegations from 40+ countries.

Key Features in the Second Phase

• Online Pitching and Viewing Rooms
  • Budding creators can pitch projects directly to investors, OTT platforms, and production houses.
  • Secure viewing rooms will allow content buyers to preview projects safely, enhancing trust and transparency.
• AI-Driven Matchmaking
  • The portal will leverage AI-based recommendation systems to connect creators with the right financiers, distributors, or production houses.
  • Automated profile building, project profiling, and pitch deck improvements will guide creators in enhancing visibility.
• Knowledge and Skill Development
  • A knowledge hub with webinars and masterclasses by industry experts will provide guidance.
  • AI will offer suggestions for improving creators’ project portfolios and scoring systems to help buyers make informed decisions.
• Global Outreach and Co-Production Opportunities
  • WAVES Bazaar will expand its reach through international events and delegations, boosting exposure for Indian creators.
  • The initiative will strengthen co-production treaties with other countries, ensuring broader market access.

Significance for India’s Creative Economy

• The second phase of WAVES Bazaar is designed to:
  • Democratize content creation by giving small and independent creators access to the same opportunities as established players.
  • Boost India’s position as a global content hub, with stronger participation in international festivals and co-productions.
  • Diversify beyond films into music, gaming, animation, and short-form content.
  • Attract investments and build sustainable collaborations for long-term growth.
• The I&B Ministry envisions WAVES Bazaar as a flagship initiative in India’s digital cultural economy, aligning with the government’s broader goals of enhancing the country’s soft power and creative exports.

Challenges and Future Outlook

• While the initiative has generated strong momentum, its success will depend on:
  • Ensuring robust data security and intellectual property protection in viewing rooms.
  • Expanding access to regional creators who often lack digital infrastructure.
  • Sustaining international partnerships beyond initial events.
• Looking ahead, WAVES Bazaar could become the centralised gateway for Indian creative exports, offering not just visibility but also monetisation, mentorship, and global collaboration.

Source: IE