AI is reshaping how audiences discover and engage with content: JioStar’s Kiran Mani

AI Transforms Content Discovery in India

Kiran Mani, CEO of Digital at JioStar, recently shared his insights on how artificial intelligence is fundamentally changing the way people find and enjoy content. Speaking at a major industry event, he compared the current AI wave to the shift from old-school BlackBerry phones to intuitive smartphones. That transition made technology feel natural and effortless, and now AI is doing the same for media consumption.

Gone are the days of endless scrolling through menus to pick something to watch. AI cuts down those frustrating browsing sessions by paying attention to what viewers do right in the moment, like pausing a show, skipping ahead, or typing a quick search. Platforms no longer just guess based on age or location; they respond to real-time signals, making suggestions that feel spot-on and speedy. This shift is especially vital in India, where millions juggle busy lives and want quick access to entertainment on the go.

Seamless Engagement and India's Device Diversity

Mani emphasized that this isn't about fancy tech for tech's sake. It's about creating smoother paths to the stories and moments audiences crave, whether it's a cricket highlight or the latest drama series. By understanding intent instantly, AI turns passive scrolling into active discovery, keeping viewers hooked longer. One of the standout ways AI shines is in blending extra info right into the viewing experience. Imagine watching a match and instantly pulling up player stats or key replays without switching apps or screens. Mani called this the evolution of second-screen habits, where curiosity doesn't pull you away from the main action.

“Good stories don’t need to be long to be impactful. A short format can be just as powerful if the idea connects,” Mani said, highlighting how AI blurs lines between long premium shows and quick clips by easing production hurdles.

Future of Personalized, Conversational Media

India's media world is incredibly varied, from high-end smart TVs in cities to budget phones in rural areas. Mani pointed out the real test for AI isn't inventing clever features, but making them work reliably across millions of devices with spotty connections. JioStar is tackling this by prioritizing intelligence that scales everywhere, ensuring no one misses out. This approach helps bridge urban-rural gaps, bringing rich content to every corner of the country. Interactivity takes it further. Tools for voting in live events, creating memes, or joining polls turn watchers into participants. Mani noted that fans often surprise platforms with their creative twists on these features, fostering deeper connections. Looking ahead, Mani sees conversational AI and voice interactions as the next big leap. It's not just barking orders at a voice assistant; it's real back-and-forth chats that mix voice, text, and video for natural engagement. Personalization gets smarter too, ditching rigid user groups for fluid learning from every click and pause, so recommendations stay fresh and relevant.

On the creation side, AI lowers barriers for storytellers. Big-budget visuals that once stalled ideas are now easier to produce, letting creators pour energy into fresh narratives. JioStar exemplifies this with multi-language streams, like cricket in 12 tongues with multiple camera views, transforming casual viewing into immersive adventures. The platform merges vast libraries from across India, using AI to spotlight hidden gems tailored just for you.

Platforms are evolving from mere distributors to smart companions, anticipating needs across screens. This intelligence boosts everything from sports to serialized stories, making media more inclusive and exciting. In wrapping up, Kiran Mani's vision paints AI as a game-changer for India's content scene, slashing discovery time, weaving in seamless info and fun interactions, and empowering creators while navigating diverse tech realities. As these tools mature, audiences can expect even more tailored, engaging ways to dive into their favorite worlds, redefining entertainment for the digital age.