The Impact of COVID-19 on Media Companies and It's Influence on India's Pathway to Sustainability: A Panel Data Analysis (2013-2023)

This research paper explores the impact of covid – 19 pandemic on media companies India, including India’s Pathway to sustainability in this sector. Media industry plays a important role in the economy. During Covid-19 Pandemic India has been started more attached to media. Television is the primary driver of Indian media companies. It remains economically sustainable inn India. Its act an vital role in shaping public narratives around sustainability. Covid-19 Pandemic transformation of media companies enhances India’s Pathway to sustainability by promoting increased awareness of sustainability issues. This research examines the financial and operational presentations of the top seven media companies over the period from 2013 to 2023. To analyze the data panel data analysis was conducted with the support of statistical tool . Considering the Variables such as Covid-dummy (X1), Equity Paid up (X2), Capital Employed (X3) as independent variables, with the net worth the financial performance indicator (Y) as the dependent variable. Highlights the random effect model analysis it signifies that variability across the media companies. The Hausman test also applied to validate the model selection between random and fixed effect model. This study focuses on sustainability strategies and the sudden digital transformation enhances more digital infrastructures and sustainability goals. Compared to traditional media digital media is less resource intensive. It improves the environmental sustainability by reducing the paper and physical distribution. And also, to improve the capital employed and equity paid-up to ensure long-term stability in the media industry.