Entertainment continues to be the most important drivers of the digital medium worldwide, especially so in India which has had a long cultural tradition of movies, music, social networking, games and other forms of entertainment in the non-digital space. Entertainment at the same time is being reshaped, redefined and consumed in heretofore unthinkable ways due to digital technology and gadgets. How much will entertainment influence the digital and how will the digital change entertainment is the focus of IAMAI's second conference on Digital Medium.

The last year's conference had focussed on entertainment verticals such as movies, music, games, etc. This year the focus is on the platform or access points: movie halls, television, PCs/Laptops and the mobile device. "Adoption, innovation and convergence" is the defining theme of the conference.