AI Rewires Content Value Chain: JioStar's Prashant Khanna at India Digital Summit 2026

• Prashant Khanna of JioStar states AI is transforming the media industry, acting as an operating layer across the entire content value chain.
• At India Digital Summit 2026, Khanna highlighted AI's role in live sports broadcasts for precision, real-time accuracy, and augmenting creative talent.
• AI and automation help production teams prepare, anticipate outcomes, and execute complex workflows by analyzing data and suggesting visuals.
• In distribution, automation adapts live content into multiple formats (horizontal, vertical, highlights) for diverse audience consumption preferences.
• Khanna emphasized that seamless end-to-end automation in production and distribution is key to acquiring viewers, deepening engagement, and offering differentiated experiences.

Why It Matters: AI is fundamentally reshaping the content value chain from production to distribution, enhancing efficiency and viewer engagement.