India’s media landscape is on the brink of a major overhaul with two transformative deals: Disney’s potential merger with Mukesh Ambani’s media businesses and the uncertain Sony-Zee alliance.

These shifts could herald a duopoly in the entertainment sector, making it challenging for consumer brands like Unilever and Procter & Gamble to reach India’s vast audience cost-effectively.

What’s the deal? As highlighted by a Bloomberg report, Disney’s deal with Ambani, set to create India’s largest media and entertainment business, may grant Ambani over 51% control. The Sony-Zee merger, despite being fraught with leadership disagreements, points towards a consolidated sports and general entertainment market dominated by Ambani’s Viacom18 Media, Disney and Sony.

This consolidation is significant for advertisers. Television ads, still a dominant advertising medium, could see costs rise in a less competitive market. Ambani’s acquisition of exclusive cricket broadcasting rights, a major draw in India, further centralizes media control. With impending regulations potentially homogenizing digital content, owning cricket media rights could become crucial for viewer attention.

See also: Ola’s AI Company Is Set To Launch Its First LLM On Dec. 15: Here’s Everything We Know So Far

Why it matters? Ambani’s aspirations don’t stop at media. Leveraging his retail dominance, he might use his media empire to promote his consumer goods, challenging century-old distribution networks and potentially reshaping India’s $2 trillion retail landscape.

The potential parallels with India’s telecom sector, where Ambani’s entry led to a duopoly, are stark. If media consolidation mirrors telecom, it could limit competitive advertising opportunities, especially for brands competing with Ambani’s products. As the media industry awaits these pivotal deals, the future of advertising and brand visibility in India hangs in the balance.

Read next: Samsung Wallet Introduces Hassle-Free Train Ticketing: Here’s How It Works