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Murdoch’s Partner Collaborates with Mukesh Ambani to Expand Media Holdings

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Murdoch partner helps Mukesh Ambani build a media empire

In a bustling city of Mumbai, an intense cricket match between Mumbai Indians and Rajasthan Royals was underway at Wankhede Stadium, drawing in a crowd of 45,000 Indian Premier League fans. Meanwhile, at Viacom18 Media Pvt., hundreds of employees were working diligently to transmit the match in 12 languages and 20 camera angles to over 600 million viewers across India. This monumental effort is spearheaded by Uday Shankar, the mastermind behind Viacom18’s JioCinema streaming service.

Formerly an underdog in the industry, Viacom18, backed by Reliance Industries Ltd., is on the brink of becoming a dominant force in the $28 billion Indian media and entertainment sector. The merger of Viacom18 with Walt Disney Co.’s India operations, valued at $8.5 billion, will significantly expand the company’s reach and offerings, including cable TV channels and streaming services.

With a focus on capturing a larger share of TV ad sales and digital revenue, Viacom18 is set to rival tech giants like YouTube and Meta Platforms Inc. Shankar, a seasoned media executive with a background in journalism, is leading the charge to create an integrated platform that combines entertainment, news, and e-commerce services. His vision is to cater to the diverse population of India, tapping into regional languages and preferences to drive digital advertising revenue.

Under Shankar’s leadership, JioCinema has experienced massive success by offering free live streaming of the IPL matches, attracting millions of viewers. The company’s strategy revolves around providing ad-supported content to maximize viewership and tap into India’s rapidly expanding digital advertising market. With a keen focus on quality and innovation, Viacom18 is poised to revolutionize the media landscape in India, with Shankar at the helm driving the brand towards a prosperous future.

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