In an exclusive interaction with Finance Outlook India, Rohit Gupta, CFO and FP&A Head South Asia, Warner Bros, shares insights of financial landscapes of media sector’s transition in South Asia. He highlights the emerging revenue models of digital media marketing integrated with financial risks, financial accountability, and the transformation of financial forecasting through data analytical technology.
From, Discovery India, Rohit has deep experience on a variety of finance roles ranging from financial planning and risk management to financial strategy and private equity investment. He has experience across MNCs and startups with structured as well as high-growth, nimble setups, and this provides him with a special mindset to value both. Rohit is recognized for execution-oriented performance by leveraging insightful financial acumen and outcome-oriented execution. He is of the view that finance is not control & gate keeper, but it is about driving business transformation and has always spearheaded initiatives that combine analytical discipline with strategic intent to drive growth.
How would you define the current financial landscape of the media sector in South Asia?
The financial landscape of India’s media sector is in a state of transition. While the overall sector grew modestly in 2024 to around $29B, its digital media, which now contributes over 30% of total revenues & has overtaken traditional media. Digital advertising & Events within M&E sector are growing at a strong pace, while traditional segments like TV and print are seeing revenue and margin pressure.
From a finance perspective, this change brings both opportunities and challenges. On the one hand, digital and OTT platforms offer higher scalability and better data driven monetization models. On the other hand, there's a growing need to optimize cost structures, especially around content production, distribution, and marketing spends. Several players have already begun tightening budgets to balance growth with bottom lines and are realigning investments toward high-ROI digital assets.
In summary, financial strategy in the media sector today is focusing on sharper cost discipline, stronger capital allocation frameworks (maintaining Pay TV decline and focusing on profitable growth in digital)
How do you balance creative freedom with financial accountability?
Storytelling & innovation are core to any media company. We should enable creativity not constrain it. In terms of finance leadership, this role is to enable creativity, not constrain it, while ensuring that the investments behind content or campaigns are commercially feasible and strategically aligned. We do this by setting clear financial handrails upfront, whether that’s through greenlight models, ROI thresholds, or content scoring frameworks, but without micromanaging the creative process. We take risks but in a measured financially informed way.
At the end of the day, the goal is not to choose between creativity and finance, but to build a culture where both coexist, reinforcing each other. Creativity drives growth, and finance ensures it’s sustainable. That’s the sweet spot we aim for.
What are the most promising revenue models emerging in South Asia’s digital media space?
The digital media space in South Asia is growing fast, and several exciting revenue models are emerging. Many platforms are using a mix of AVOD & SVOD.
Digital advertising is also becoming smarter. Brands now prefer targeted ads, influencer tie-ups, and content integrations that feel more natural to the audience.
The creator economy is booming among individual creators earning through brand partnerships, live videos, and even by selling products directly to their followers. Social commerce, where content and shopping come together, is also picking up, especially in smaller towns.
In short, successful platforms today aren’t relying on just one source, they’re combining ads, subscriptions, creator collaborations, and content deals to build a more balanced model.
What are the biggest financial risks specific to the media industry in developing markets?
Advertising revenues are volatile because of the macro environment. Many media companies rely heavily on ad revenues & any slowdown in the economy because of the recent Tariff announcement by Trump, geopolitical tensions can hit revenues quickly.
The content costs are rising, while it’s becoming harder to predict what will succeed. A big-budget show or film may not perform, leading to losses and the monetization models are still evolving. While digital consumption is growing fast, still its not easy to achieve profitability in DTC segment
How is data analytics changing financial forecasting in the media industry?
Data analytics is transforming financial forecasting in the media industry by making it faster, smarter, and more accurate. Now, with real-time data from OTT platforms, social media, and ad performance, we can predict revenues and costs with much more precision. For example, we can forecast how much subs can be added due to performance marketing with more accuracy.
It also helps in scenario planning that we can model how different release strategies, pricing changes, or content formats will impact financial outcomes.
What does the future of financial leadership in South Asia’s media sector look like?
The role of financial leadership in South Asia’s media sector is evolving rapidly. It’s no longer just about managing budgets and reporting numbers, it’s about being a strategic partner in navigating disruption and driving growth.
Future finance leaders in this space will need to be more agile, tech-savvy, and forward-looking while combining traditional financial discipline with a deep understanding of content, consumer trends, and economic platforms. Those who can bridge creativity with commercial thinking will truly add strategic value.
