Impending merger of Disneys Indian media business with Reliance Industries Viacom18 is set to reshape the landscape of the Indian media and entertainment industry . With the combined entity poised to become a behemoth in the sector, experts predict significant changes in subscriber tariffs, advertiser bargaining power, and the competitive dynamics among broadcasters . Advertisers' Bargaining Power Takes a Hit The merger is also seen as a potential setback for advertisers .