18th edition of FICCI Frames, Asia's largest convention on the business of media and entertainment began today in Mumbai. Information and broadcasting secretary Ajay Mittal, actress Jaqueline Fernandez lighted the lamp along with other dignitaries on the dias. Joint secretary of department of commerce and commerce and industry ministry Sudhanshu Pandey, FICCI's president Pankaj Patel , Toronto's Mayor John Tory and other dignitaries were also present on the occasion. <br/><br/><br/>While addressing the inaugural session Information and broadcasting secretary Ajay Mittal said, the digital media sector in India is seeing many challenges with advent of new technologies. He said that the sector is a sunrise sector as India has become the fastest growing smart phone user market. The theme of this year's convention is Digital-Divide or Dividend. Canada is partnering the event for the first time this year.