The pandemic-induced lockdowns and lull saw the advertising industry rejuvenate itself and channelise creativity through digital mediums. It also made the industry realise and believe in the power of technology as an integral part of any communication. 2022 saw creativity holding the hand of technology with an approach of practicality, conscience, and teamwork to reach the hearts of audiences. Experts now say that in the upcoming year this will only go a notch higher.

As India hurtles towards becoming a five trillion-dollar economy, digitalization continues to play a massive role in getting us there. And in the age of the internet, Google plays a huge role. For instance, YouTube, according to an Oxford Economics study, added Rs 10,000 crore to the GDP in 2021, thanks to 750,000 creators and their ancillary staff.

Google’s India advertisement revenue is likely to continue to see strong growth, country head Sanjay Gupta said, underlining the US search giant’s optimism for the South Asian market even as globally the company, along with major online is witnessing a slowdown on that key metric.

American streaming platform Netflix says price cuts across plans in India have helped improve subscriber additions and audience engagement in 2022, as the service has attempted to supplement it with content that appeals to wider segments.

While many distribution platform operators (DPOs) feel the pay-TV consumers are not ready for a price hike, TV broadcasters maintain that the hike is nominal and will not pinch the consumers hard. Leading broadcasters had recently come out with new rates for TV channels. The broadcasters have hiked the MRP of several channels and bouquets. This has not gone down well with the DPOs.

Netflix has unveiled its plans for one of the largest fully integrated production facilities in the world in Fort Monmouth, New Jersey. The streamer bid $55 million for the 293-acre parcel at the former military base, in line with the appraised value, according to Rajiv Dalal, Netflix’s director of content and studio affairs.

New Jersey has given Lionsgate a “Studio Partner” designation as the state expands its tax credit program to draw more high-profile film and TV projects to shoot locally. The Hollywood studio, long with an eye to controlling production costs, will now see additional above-the-line wage and salary costs as qualifying expenses to be offset by New Jersey’s film tax credit program.

Netflix, a video streaming company, plans to curb password sharing from early 2023, as per a report. Earlier this year, it was much speculated that the password sharing feature from the company will be rolled out by the end of 2022.

Movie theatres are re-releasing old hits, and curating special screenings on birth anniversaries of popular yesteryear stars to bring audiences back to the cinemas as new films are failing to draw audiences.