Innovation in Media Entrepreneurship in the Digital Age: A Case Study of Indian Media Houses

In the rapidly evolving media landscape driven by digital transformation and shifting consumer behaviours occurring globally and in India, innovation has become a central force in the survival and success of media enterprises. The digital transformation and shifting consumer behaviours have redefined the foundations of media production, distribution and consumption.

The proliferation of smartphones, affordable internet access and growing regional language content has accelerated the disruption of traditional media models in India in recent times. Amidst this dynamic environment, innovation has emerged as a critical driver of survival, sustainability and growth for media enterprises across the country.

This study adopts a qualitative case study approach to analyse select Indian digital media houses based on secondary data, including published reports, academic literature and business model analyses. The focus of the study revolves around whether media houses incorporate innovation in line with Schumpeter’s framework.

This paper explores innovation in media entrepreneurship through the lens of Joseph Schumpeter’s Innovation Theory.

Theory emphasises the role of the entrepreneur as a dynamic agent of change who disrupts existing markets through innovation. Drawing on Schumpeter’s five types of innovation new products, new methods of production, new markets, new sources of supply and new forms of organisationthis study evaluates how contemporary media entrepreneurs harness these elements to create value, challenge traditional media models and adapt to technological disruption.