ABP Network, one of India’s leading media conglomerates, has announced the launch of BAE (Before Anyone Else), its new Experience-First Entertainment vertical that aims to redefine live entertainment through concerts and large-format events curated to deliver memorable experiences.
The move marks ABP Network’s strategic expansion into India’s rapidly growing live events sector, which, according to the EY Media & Entertainment Report, grew 15% in 2024, surpassing the ₹10,000 crore mark. The industry is projected to grow at a CAGR of 18%, reaching ₹16,700 crore by 2027, driven primarily by ticketed events and audience demand for immersive experiences.
Commenting on the launch, Sumanta Datta, CEO, ABP Network, said, “The event industry in India is experiencing unprecedented growth. We are excited to announce BAE, our new entertainment vertical that will curate memorable experiences for audiences. The potential is immense, and we are committed to establishing BAE as a name synonymous with differentiated and unforgettable experiences across the country.”
Adding to that, Rajat Uppal, Business Head, BAE, highlighted the shifting audience mindset, particularly among younger demographics, and said, “The live entertainment industry in India is witnessing a massive boom, and audiences, especially Gen Z, are increasingly spending on experiences. With BAE, our goal is to craft diverse and memorable live experiences that resonate with evolving audience preferences.”
Through BAE, ABP Network aims to strengthen its footprint beyond traditional media, tapping into India’s growing appetite for live, immersive, and interactive entertainment.
