Orange Economy

The Ministry of Information & Broadcasting has recently launched three major transformative initiatives — the National AI Skilling Initiative, MyWAVES, and the Advanced Electronic Program Guide (EPG) with in-built satellite tuners. These initiatives are aimed at strengthening India’s rapidly growing Orange Economy and expanding access to digital technologies across the country.

The government’s objective is to build a future-ready workforce, encourage innovation in digital and creative industries, and position India as a global centre for content creation, entertainment technology, and cultural innovation.

What is the Orange Economy?

The Orange Economy, also known as the Creative Economy, refers to an economic model in which value is generated primarily through creativity, intellectual property, cultural expression, and innovation rather than through traditional manufacturing or natural resources.

This economy is driven by human imagination, artistic talent, digital skills, and technological innovation.

The Orange Economy includes sectors such as:

• Animation

• Visual Effects (VFX)

• Gaming

• Comics

• Extended Reality (XR)

• Film and entertainment

• Music

• Fashion

• Advertising

• Design

• Performing arts

• Cultural tourism

Globally, the Orange Economy contributes nearly 3% of world GDP and supports around 30 million jobs. In India, the entertainment and media sector is expanding rapidly, with projected revenues expected to rise from USD 35.3 billion in 2025 to approximately USD 47.2 billion by 2029.

Recognising this growing potential, the Union Budget 2026–27 announced the establishment of AVGC Content Creator Labs in 15,000 schools and 500 colleges to create a skilled workforce of nearly 2 million professionals by 2030.

National AI Skilling Initiative

The National AI Skilling Initiative is one of the most important steps taken to prepare India’s creative workforce for the future digital economy. It is a public-private partnership between the Ministry of Information & Broadcasting, Google, and YouTube.

The initiative aims to train around 15,000 professionals working in the AVGC sector — Animation, Visual Effects, Gaming, and Comics. It is being implemented through the Indian Institute of Creative Technologies (IICT), Mumbai.

The programme has been designed in two phases.

The first phase, running from March to June 2026, focuses on foundational AI education through:

• Google Career Certificates

• and Google Cloud Generative AI learning programmes.

Participants are trained in areas such as:

• AI fundamentals,

• prompting techniques,

• and AI leadership skills.

The second phase, from July to December 2026, focuses on advanced practical learning and project-based specialization. Participants receive training using advanced AI tools such as:

• Gemini 3

• Nano Banana

• Veo

• and Vertex AI.

This phase is intended to help learners master:

• AI-driven digital storytelling,

• content creation,

• and next-generation creative technologies.

The initiative is expected to significantly strengthen India’s digital creative ecosystem and make Indian professionals globally competitive in emerging AI-powered industries.

MyWAVES Platform

The MyWAVES Platform is another important initiative aimed at empowering India’s creator economy. It is a new feature integrated into the WAVES OTT platform, designed to transform users from passive viewers into active content creators.

The platform promotes User-Generated Content (UGC) in multiple Indian languages and provides opportunities for local creators to showcase regional stories, culture, and artistic talent.

MyWAVES has been developed in alignment with the Create in India Challenge (CIC), which seeks to build a structured ecosystem for digital creators and innovators.

The CIC hosts several competitions and creative challenges across different domains such as:

• Anime Challenge

• AI Film Making

• Comics Creator Championship

• Truth Tell Hackathon, aimed at combating misinformation

• and the XR Creator Hackathon.

These initiatives encourage innovation, creativity, and entrepreneurship in India’s digital content industry while promoting cultural diversity and regional storytelling.

Advanced Electronic Program Guide (EPG)

The government has also introduced an Advanced Electronic Program Guide (EPG) with in-built satellite tuners in television sets. This technology allows households to access DD Free Dish services directly without the need for an external set-top box.

This initiative is particularly significant for:

• rural areas,

• remote regions,

• and economically weaker households.

By eliminating additional hardware requirements, the system reduces costs and improves access to digital broadcasting services across the country.

The initiative supports the broader goal of digital inclusion and ensures wider access to educational, informational, and entertainment content.

Importance of These Initiatives

These initiatives collectively represent a major strategic effort to strengthen India’s position in the global creative and digital economy. They aim to:

• promote innovation,

• enhance digital skills,

• support local creators,

• encourage AI adoption,

• and expand India’s digital infrastructure.

The initiatives also align with India’s broader vision of becoming a global hub for:

• digital content creation,

• entertainment technology,

• cultural exports,

• and AI-driven creative industries.

By integrating technology with creativity and culture, the government seeks to generate employment, promote entrepreneurship, and boost economic growth through the Orange Economy.

Conclusion

The launch of the National AI Skilling Initiative, MyWAVES, and the Advanced EPG system reflects India’s commitment to building a strong and future-ready creative economy. These initiatives combine the power of artificial intelligence, digital technology, and creative talent to transform India into a global centre for innovation and cultural production. By empowering creators, expanding digital access, and investing in advanced skills, India is laying the foundation for sustainable growth in the Orange Economy and strengthening its role in the global digital landscape.