JioStar’s Uday Shankar: Rethink Media Business Models
By Business Desk
JioStar Vice Chairman Uday Shankar calls for a radical media business model overhaul, urging companies to move beyond traditional advertising and subscriptions for future growth.
Uday Shankar, the Vice Chairman of JioStar, is actively advocating for a fundamental reinvention of the media business model. His insights, shared as part of Fortune India’s ’40 Under 40 2026′ series, highlight a critical need for the industry to evolve beyond its conventional revenue streams.
Shankar, who has a storied career transitioning from journalism to building one of India’s largest media and entertainment businesses, stresses that companies must constantly rethink how they generate value. This imperative goes beyond merely optimizing existing models; it demands a strategic shift.
Challenging Traditional Revenue Pillars
The core of Shankar’s argument centers on moving past the long-established reliance on advertising and subscriptions. He believes these traditional income sources alone are insufficient for future growth and resilience in a dynamic market.
Instead of seeking definitive answers within old frameworks, Shankar urges the industry to focus on asking more pertinent questions about value creation. This approach encourages deeper strategic exploration rather than incremental adjustments.
JioStar’s Innovative Monetization Playbook
JioStar itself is actively pioneering new monetization engines, demonstrating a practical application of Shankar’s vision. The company’s strategy involves a multi-pronged integration:
- Leveraging advanced technology to enhance offerings and user experience.
- Integrating commerce opportunities directly within its ecosystem.
- Capitalizing on its extensive consumer base to explore diverse revenue avenues.
This integrated approach positions JioStar to explore innovative income streams, setting a precedent for media entities across India. The focus on technology, commerce, and consumer engagement signals a future where media value is far more diversified.
Shankar’s perspective implies that the future of media success hinges on this kind of proactive, questioning approach to business models. Companies must actively seek new monetization engines to thrive in an increasingly complex digital landscape, rather than relying on outdated revenue streams.