It wasn\u2019t until Hitler used the power of Television to propagate Nazism in the dark years leading to World War II, that the world realized what reaching the masses actually meant.As a pre-cursor to what TV could do, Hitler also ensured that the opening of the Berlin Olympics in 1936 became the first ever televised event. And with that, the media and entertainment industry (M&E) was taking its first step to influence and touch lives across the world.About 80-odd years since then, today, the M&E sector has a lot to write home about. Take, for instance, how quickly the sector has cottoned on to digitization and how both new media and traditional media business models are complementing\u2014not competing\u2014with each other. That\u2019s true as much for India as it is for the rest of the world.The Indian media segment is growing double the rate of global media. It\u2019ll grow at a CAGR of 13.9 percent by 2019, according to a FICCI-KPMG report.Credit must be given to the rise of the Internet and a generation that hasn\u2019t been fed the staple diet of TV. For the millenials, the Internet is TV and online music is radio. They consume news, opinions, and ideas online. And that has redefined the M&E sector.The Indian media segment is growing double the rate of global media\u2014it\u2019ll grow at a CAGR of 13.9 percent by 2019, according to a FICCI-KPMG report.For instance, young India wants to consume media at its own pace, they want the ability to share content and engage in discussions on social media. This was unimaginable a decade or so ago when people had to wait, even set alarms, to listen to their favorite songs or watch their favorite shows on TV, and rein in their curiosity till they got their hands on a newspaper. Today, it\u2019s all instant. Twitter has replaced TV newsrooms to deliver breaking news, youtube has changed the way people view TV, and mobile apps like Savvn and Gaana have redefined radio. Over 50 percent of revenues of the music sector in India comes from digital channels, according to the FICCI-KPMG study.A major reason for this digital revolution is the fact that it is user-driven and content is available on-demand. This phenomenon is accelerating the pace at which the sector is growing.A Blockbuster in the MakingThere\u2019s no doubt that the M&E sector is at a happy place. It is growing at an envious pace and is shaping the future of digital entertainment.Rising consumer demand and an upswing in advertising revenue are encouraging trends in the sector.India\u2019s young population can take the credit for the growth of the M&E sector. An expanding base of India\u2019s young workforce and a growing middle class is pressing the pedal for the sector. \u201cIndia is a young country and there\u2019s tremendous growth in personal wealth and people with disposable income are engaging in digital technologies. That\u2019s an opportunity for publishers. It\u2019s true for all emerging markets,\u201d says Colin Bodell, EVP and CIO, Time Inc.In fact, India has the world\u2019s largest young population, followed by China and Indonesia, and they hold the remote that controls the M&E sector. All organizations, across media are playing to this crowd and are catering to the needs of this young audience. TV reality shows are made for the youth, they represent sections of the youth and employ young artists. Radio shows run contests for the college-crowd, they even play music that\u2019s upbeat and new in their morning shows. Actors are touring colleges to promote their movies that are targeted at the youth.\u00a0 Even the advertising industry is being fuelled by ideas of the younger generation.\u00a0A major reason for this digital revolution is the fact that it is user-driven and content is available on-demand. This phenomenon is accelerating the pace at which the sector is growing.\u201cToday, in advertising, there\u2019s a new generation of innovators who are coming with none of the shackles of the past. They are coming with ideas and are able to experiment with very simple technologies. The new generation is very pro-digital and open to these sorts of things,\u201d says Ritu Madbhavi, SVP-IT, FCB Ulka.Another factor that\u2019s moving the sector ahead is the rise of e-commerce. With its foundation built on digital technologies like cloud and mobility\u2014and to some extent social media, in terms of promotions\u2014the e-commerce sector is playing a huge role in the M&E growth story.That\u2019s creating a positive impact on advertising revenue for print, radio and broadcast. According to the FICCI-KPMG report, companies in the e-commerce sector have spent Rs 7.5 to Rs 10 billion on advertising across media (TV, print and social).This trend has been encouraged by the increasing popularity of smartphones. In 2014, India became the world\u2019s fastest growing smartphone market. And along with it, it swept the young crowd off its feet by providing another medium to consume content whenever they want and wherever they want. This freedom of choice has made the youth addicted to mobiles and Internet TV.Companies in the e-commerce sector have spent Rs 7.5 to Rs 10 billion on advertising across media (TV, print and social).And that has egged on advertisers to invest in mobile and social media ads to market their products and follow the customer. That has showered the sector with more investment. In fact, according to IBEF (India Brand Equity Foundation), digital advertising has been the fastest growing segment with annual growth rate of 44.5 percent.Another reason for the growth of the sector is the increased FDI that it\u2019s getting. FDI inflows in the information and broadcasting (I&B) sector (including print media) from April 2000-June 2015 stood at US$ 4,050.58 million, according to data released by the Department of Industrial Policy and Promotion (DIPP).With so much money being pumped into the industry, it wouldn\u2019t be wrong to call it India\u2019s sunrise sector.