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Guest Column: Invest NOW in Indian TV industry

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As per PWC 20th Annual Global CEO survey, top 5 concerns for entertainment and Media CEOs worldwide are : Changing consumer behaviour, availability of key skills, volatile energy costs, uncertain economic growth and speed of technological change.  Despite the concerns as above, nearly 35%global Entertainment and Media CEOs are confident about improvement in global economic growth and in 12-month revenue prospects.

In an absolute contrarian play-out case of India, almost all these factors are weighing in favour of the growth of M&E industry in India. There is therefore every reason for investing in the emerging great Indian M&E story.

Micahel Porter's five forces analysis is a framework for analyzing the level of competition within an industry and business strategy development. It draws upon industrial organization (IO) economics to derive five forces that determine the competitive intensity and therefore the attractiveness of an industry.Porters Five Forces Analysis throws up an overall high degree of attractiveness for the M&E industry in India:

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Competitive rivalry

With the M&E industry being highly fragmented with no single enterprise having large enough share to influence the entire sector along with high fixed costs & highly perishable products, the risk factor here at best is medium.

Threat of new entrants

With involvement of high sunk costs, high capital requirements and access to distribution difficult, at best the risk factor here is low.

Substitute Products

Once again risk factor here is low as Film industry, print media and internet and significant sporting events like World Cup, T20 etc & other cultural events

Bargaining Power of suppliers

Since the number of suppliers is very high which leads to the low bargaining power with them and with an ever increasing number of content providers, risk factor once again is low.

Bargaining Power of customers

Increased globalisation along with consumers’ loyalty towards one channel being less owing to a variety of alternative sources of entertainment being available, this factor can at best have a medium risk attached to it.

Conclusion

In its annual sector forecast for 2017-2021 survey undertaken by PWC across 54 countries, M&E sector is expected to grow at a CAGR of 4.2% which is lower than the projection for the average GDP growth. Lower than the average GDP growth will be for the first time in global markets signalling that the sector may be plateauing in many of these countries.

Unlike such sectoral shrinkage in global markets, in India, M&E sector projected to grow at near 10.5% and TV at 11% plus is far above the projected economy GDP growth rate.

The right time to invest in Indian M&E industry and in Indian TV industry is therefore right now.

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(Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.)

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