IN 2016, RELIANCE Jio disrupted the telecom market with low data prices and free voice calls, altering consumer behaviour for good and forcing competitors to redraw their strategies. That moment appears to have arrived in the media and entertainment market eight years down the line with the Reliance-Disney merger announced last week.
Reliance Jio is the country's largest telecom operator with close to 450 million users, according to the Telecom Regulatory Authority of India (Trai). In media and entertainment, Reliance-backed Viacom 18 network, prior to the merger announcement, was third in the pecking order of television broadcast companies after Disney Star and Zee, respectively, with around 10-11% viewership share, according to industry experts.
The merger is set to change all this. For one, Reliance has the distribution might with its presence in telecom services, cable & satellite distribution and digital streaming. With the Disney deal, say experts, it has sealed the gap in content services and pushed itself into the top league of players within the $2.1trillion media and entertainment market in the country.
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