The latest news about WAVES Bazaar as of September 2025 highlights the launch of its second phase by the Ministry of Information and Broadcasting (I&B) of India. This new phase introduces AI-powered matchmaking, online pitching sessions, and secure viewing rooms designed to empower Indian digital content creators and enhance their global reach. 

Introduction.

• WAVES Bazaar is the world's first Media & Entertainment Ecosystem and a pioneering online marketplace launched in January 2025.
• It connects professionals, businesses, and creators from the global entertainment industry, including sectors like film, television, animation, gaming, music, advertising, sound design, radio, XR, and more.
• The platform facilitates collaboration, networking, funding, sales, and distribution by bringing together buyers, sellers, investors, production houses, OTT platforms, and financiers on a single digital platform.
• WAVES Bazaar is a key part of the World Audio Visual & Entertainment Summit (WAVES), which aims to promote India as a global content creation hub.
• It offers features like profile creation, listing of services or projects, AI-based matchmaking, online pitching sessions, secure viewing rooms, and market screenings. Since launch, it has registered thousands of buyers, sellers, and projects across multiple entertainment verticals.
• The platform enables industry professionals to connect, discover new business opportunities, collaborate internationally, and grow their businesses digitally.

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

In essence, WAVES Bazaar is revolutionizing the global media and entertainment landscape by serving as a vibrant digital marketplace and collaboration hub for the creative industries worldwide.

Key Features in the Second Phase

The second phase of WAVES Bazaar includes several key features designed to empower Indian content creators and global outreach:

• Online Pitching and Viewing Rooms: Budding creators can pitch projects directly to investors, OTT platforms, and production houses. Secure viewing rooms allow content buyers to preview projects safely, enhancing trust and transparency.
• AI-Driven Matchmaking: The platform uses AI-based recommendation systems to connect creators with the right financiers, distributors, and production houses. It also offers automated profile building, project profiling, pitch deck improvements, and discovery tags to enhance visibility.
• Knowledge and Skill Development: A knowledge hub with webinars, masterclasses by industry experts, and AI-driven suggestions for improving project portfolios and scoring systems for better buyer decisions.
• Global Outreach and Co-Production Opportunities: Expansion of reach through international events and delegations, promoting Indian creators in global markets, and strengthening co-production treaties with other countries.

The initiative aims to democratize content creation, boost India's position as a global content hub, diversify content categories beyond films into music, gaming, animation, and short-form content, and attract investments for sustainable growth.

Significance for India’s Creative Economy

• Economic Impact and Business Growth: The inaugural edition of WAVES Bazaar recorded business transactions worth approximately Rs. 1328 crores, including over 3,000 B2B meetings, signaling strong economic potential and investor interest in India's creative industries. The platform enables creators to monetize their work and access international markets, supporting India's goal to become a net exporter of creative content.
• Global Collaboration and Cultural Diplomacy: WAVES Bazaar has facilitated significant international partnerships, such as Indo-UK film co-productions and cultural exchange festivals with countries like New Zealand and Russia. These collaborations not only boost economic opportunities but also enhance India's soft power through cultural diplomacy.
• Empowerment of Creators and Democratization: The initiative democratizes access to global markets, providing small, independent creators the same opportunities as established industry players. By expanding participation in music, gaming, animation, and short-form content, WAVES Bazaar supports a vibrant and diverse creative ecosystem.
• Innovation and Future Growth: Leveraging India's linguistic diversity, cultural depth, and emerging digital talent, WAVES Bazaar promotes innovation in content creation, including animation, OTT platforms, and VFX. It aims to sustain long-term growth by attracting investments, expanding regional reach, and ensuring data security and intellectual property protection.
• Government Support and Vision: Launched under the Ministry of Information and Broadcasting, the WAVES initiative is strongly backed by the government, with the Prime Minister emphasizing its role in driving India's creative economy and global cultural influence. The creation of Bharat Pavilion and related events further showcase India's creative prowess on the international stage.

Challenges of WAVES Bazaar

• Ensuring robust data security and intellectual property protection remains critical, especially for secure viewing rooms where content is showcased.
• Expanding accessibility to regional creators who may lack the digital infrastructure to participate fully on the platform.
• Sustaining and deepening international partnerships beyond initial launch events to keep market momentum and global reach.
• Democratizing opportunities effectively so that smaller and independent content creators gain similar access to resources and markets as established players.
• Maintaining continuous growth and attracting sustainable investments and collaborations in diverse content verticals such as films, music, gaming, animation, and short-form content.

Future Outlook

• WAVES Bazaar aims to position India as a global content hub by strengthening participation in international festivals, co-productions, and global digital collaboration.
• Enhancements in the second phase include AI-powered matchmaking, online pitching, and secure viewing functionalities to empower creators and facilitate efficient global market interactions.
• The initiative is expected to diversify beyond traditional film content into gaming, animation, and emerging digital media forms.
• It envisions boosting India’s soft power by promoting creative exports and establishing long-term global partnerships.
• The government-backed platform is projected to foster sustainable growth in the creative ecosystem by linking creators with global investors, distributors, and collaborators, significantly increasing deal volumes and financing opportunities.

Source:IE,PIB

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