Television

Guest Column: 3 drivers lending power to create impact in Indian TV industry

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/08/18/Untitled-1.jpg?itok=bT13sSaa

The Indian Media & Entertainment industry is categorised across nine segments of which Television by far is the largest and is expected to be the largest in the next couple of years.

India is the second largest Television market in the world characterised by rising number of subscribers.

public://222222222222222_0.jpg

Three top long term growth catalysts that are acting as the biggest drivers for the Television industry are:

1.    Growing Rural Demand

2.    Increasing FTA channels, and

3.    Deeper Audience Measurement

Growing Rural Demand

Digitisation which is expected to be completed in 2017 is leading to higher digital access and consumption.  High data consumption has already been experienced and there are encouraging trends with rising internet and broadband penetration, declining data charges, proliferation of internet enabled mobile phone, government and private initiatives around wifi and greater emphasis on broadband roll-out by MSOs.  This has led to an unprecedented advertiser interest in digital which played out with a strong performance of digital in 2016.  OTT is therefore seeing a major traction wherein both digital VOD and TV would see a harmonious co-existence.

Increasing FTA channels

The big story is 2016 has been that of the rural viewership habits.  BARC viewership data for rural has thrown up interesting insights and goldmine data about rural viewing habits and hence the proliferation of FTA channels.  This development will however require realignment of content for mass tastes.

Deeper Audience Measurement

With viewership data leading to better consumer analytics and with advertiser focus and monies increasing in rural HSMs, scientific audience measurement will be the third most important driver for the television industry.

Conclusion

The global economy grew at 2.6% in 2016 while the Indian economy is projected to grow at 7.1% in 2017.  The long-term future for the television industry is very robust with CAGR projections above 14% for both segments of ad revenues and subscription revenues.

public://Untitled-3_17.jpg

(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.)

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/BARC.jpg?itok=zoazWLQd
Kannada, Malayalam, Telugu markets stay constant in BARC data week 49

MUMBAI: In the Bengali space, Zee Bangla and Star Jalsha continued to be in first and second positions in BARC data week 49. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position in the Bhojpuri market. No changes were observed in Kannada, Malayalam and Telugu...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/ipl-star.jpg?itok=epPEdK-N
IPL auctions set to kick off 2019 cricket bonanza for brands, marketers

Indian fans are in for a rollercoaster ride in 2019 thanks to an action-packed cricket calendar. Virat Kohli’s men have major challenges – tough and exciting in equal measure – lined up right through the year. The Indian side is set to play 12 Tests, 22 ODIs, 17 T20Is and the all-important World...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/BARC.jpg?itok=cBG2WwYI
HUL top advertiser in BARC week 49

Revealing the top advertisers and brands of the week, Broadcast Audience Research Council (BARC) India has released its data for the period between 1 December 2018 and 7 December 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Zee_Hindustan.jpg?itok=1SdhyzLZ
Zee Hindustan turns anchor-less

The Zee Media Corporation Ltd, part of the Essel Group, today took a path-breaking step in television journalism by formally making its Hindi news channel Zee Hindustan anchor-less.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Aaj%20Tak.jpg?itok=LyDZy5W6
Aaj Tak continues to lead amid elections in BARC week 49

Aaj Tak yet again stood on top in all the three Hindi news genres in BARC week 49. Republic TV continued to dominate the English news genre. Zee News took the third position in Hindi News (U+R) after replacing ABP News which slipped down to the fourth place.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/15/Zee_Anmol.jpg?itok=dVPxkKL9
Zee Anmol leads GEC urban in BARC week 49

Star Plus climbed to the second position from fourth position as compared to the previous week in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 49 of 2018. Star Plus and Big Magic interchanged their eighth and ninth positions in the rural market. Zee Anmol and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/cnn.jpg?itok=0ksaER76
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/aaj.jpg?itok=DHB4vY0B
Aaj Tak HD hits airwaves, available on Tata Sky

India’s leading news broadcaster Aaj Tak has announced the launch of country’s first Hindi HD news channel - Aaj Tak HD.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Uday_Shankar1.jpg?itok=IDT2qFvU
Uday Shankar's meteoric rise from Star India to Disney APAC

The man running India's largest media company - Star India-  has made it to the top in the Asia Pacific region at probably the world’s most admired entertainment company - Disney. Uday Shankar, who once was a reporter with The Times of India, and then went on to successfully lead news channels such...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories