IDS 2026: AI rewires media value chain, says JioStar’s Prashant Khanna

BENGALURU: Artificial intelligence is rapidly becoming the operating backbone of the media industry, transforming everything from content creation to distribution, said JioStar head – sports and live experiences, production technology and services Prashant Khanna, at the India Digital Summit 2026.

Speaking at a panel on automating the content value chain organised by IAMAI, Khanna said AI was no longer a peripheral tool but a core layer enabling scale, precision and personalisation across media workflows.

Live sports, he noted, requires unparalleled accuracy, with tens of millions of viewers watching in real time. AI-driven systems are now helping production teams move from reactive execution to predictive storytelling, using data, context and historical patterns to anticipate visuals, graphics and narrative elements before they are needed.

This shift, Khanna said, allows creative professionals to focus more on storytelling while automation handles manual processes.

Beyond production, AI is reshaping distribution by enabling the same live content to be delivered across multiple formats, from vertical video and short highlights to extended recaps and full-length broadcasts, tailored to different viewing preferences.

According to Khanna, seamless automation across the value chain is increasingly central to acquiring viewers and deepening engagement. He added that AI is also democratising premium production experiences, making features such as high-quality language commentary, advanced camera work, auto-framing and real-time adaptation accessible at scale.

Addressing the rise of AI-generated content, Khanna said technology lowers barriers to entry but does not replace the need for strong storytelling. Its true power lies in expanding creative possibilities rather than substituting narrative craft.

Looking ahead, he predicted a more immersive and interactive future for live entertainment, driven by virtual reality, second-screen experiences and personalised data layers, allowing fans to curate their own viewing experiences.

In Khanna’s view, AI’s true impact on media will be measured not by novelty, but by how seamlessly it integrates creativity, certainty and scale, turning the entire content lifecycle into a more intelligent, responsive and inclusive system.