Shri Krishna S2025-08-082025-08-082025https://atlasuniversitylibraryir.in/handle/123456789/1130Project Report on Exploration of the Growth and Potential of Public Relations in Media and Entertainment Industry (2023-2025) Under the Guidance of Prof. Omkar PandharkameThe global media and entertainment industry stands as one of the most rapidly evolving industries today. Over the last decade, it has undergone significant changes, largely because of technological advancements, change in consumer behaviour, and the emergence of new business models. Traditionally, the industry was dominated by television, radio, print media, and cinema in the past. However, there's been a great shift towards digital and interactive platforms currently. The digital revolution has changed how the content is produced, distributed, and consumed. The growth and the development of the internet and mobile technology has given rise to over-the-top (OTT) platforms, which allow content to be streamed directly to consumers, which is very different from traditional broadcast methods. This shift has given way for a lot of global giants like Netflix, Amazon Prime Video, Disney+, and Hulu, HBO which now battle with traditional media companies for viewer attention. As media, entertainment, and technology converge, new revenue streams have come up, such as the subscription-based models, digital advertising, and in-game microtransactions. This has given a new opportunity for the media and entertainment industry to earn from, Additionally, the growing use of big data and analytics helps companies better understand consumer preferences, enabling them to create and deliver more personalized and engaging experiences to the end users.englobal mediaentertainment industryengaging experiencesconsumer preferencesprint mediadigital advertisingOther