Vijay Subramaniam Discusses Media Industry Consolidation and AI Integration

Vijay Subramaniam, founder of Collective Artists Network, says the media landscape is undergoing a transformation characterized by the convergence of content, talent, technology, and commerce. During a panel at TechSparks 2026, Subramaniam outlined how his company is integrating these sectors while leveraging artificial intelligence to reshape traditional media production.

TechSparks 2026

At the event, Subramaniam addressed the role of AI in modern media, acknowledging concerns about the technology while maintaining that it is essential for the future of the industry. He described his company as having the largest slate of AI-enabled content globally. Subramaniam argued that AI tools provide a level playing field, allowing individuals outside traditional media hubs to produce and distribute stories.

The Shift in Media Dynamics

Subramaniam stated that the media industry is recession-proof, citing consumption patterns during the COVID-19 pandemic as evidence. He suggested that established media operators face risks if they fail to adapt to current technological trends. He noted that the Indian media market is experiencing a decline in the influence of traditional industry gatekeepers. According to Subramaniam, recent successes in film and streaming, such as Musafir Cafe and projects involving new talent, demonstrate that fresh creators are successfully breaking into the industry.

AI and Production Costs

Addressing the financial impact of AI, Subramaniam predicted that businesses will see increased profitability as production costs decrease. He emphasized that AI-driven content requires the same professional oversight as traditional media, including production designers, costume designers, and directors of photography. He rejected the notion that AI is simply about generating scripts from prompts, stating that it remains a tool for realizing a creative vision.