All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Manoj Dobhal, CEO and executive director, Dish TV India.

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The biggest shift in 2024 is the increased use of AI in advertising and marketing. AI is making it possible for brands to connect with audiences in a more personalised and impactful way, creating messages that truly resonate. With AI, marketers can better understand consumer behaviour in real time and adjust their campaigns for greater success. At Dish TV, we’re harnessing AI to deliver content and services that align with viewers’ preferences. This move towards smarter, more efficient marketing isn’t just about technology—it’s about making brand communication more relevant and genuine for audiences.

What is one thing you're manifesting for yourself and the industry in 2025?

In 2025, I hope to see a stronger balance between innovation, content discovery and accessibility. Our goal at Dish TV is to push forward technological advancements that bring ease, convenience and delightful experience to all customers. For the industry, we believe there needs to be more collaboration between traditional and digital media to create seamless and engaging experiences for viewers. We also hope the industry adopts more sustainable practices, ensuring that growth is responsible as well as innovative. Ultimately, it is about adding value not just with technology but by building connections that benefit businesses, consumers, and communities. This balance is key to creating a thriving, future-ready media landscape.