Television

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/08/18/Untitled-1.jpg?itok=2CH7nzNl

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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/kannda.jpg?itok=eTeV8wJt
Judges take the stage in Zee Kannada’s Drama Juniors - Season 2

Bengaluru, 22 November 2017: This weekend is going to extra special for Zee Kannada viewers! For the first time ever, the judges panel including Mukhyamantri Chandru, Actress Lakshmi and Actor Vijay Raghavendra and show host Master Anand are all set to perform along with the little stars of Drama...

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/amrita.jpg?itok=fkIIzK8W
The Walt Disney South Asia promotes Amrita Pandey to lead media distribution & OTT

The Walt Disney Company South Asia has elevated Amrita Pandey and appointed to the newly created role of regional head – media distribution and OTT, South Asia.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Epic_Channel.jpg?itok=cxozdoeN
GUEST COLUMN: From Juggle To Juggernaut: Localising content for India

There is an unassailable advantage in being the first to do something - there is so much to do that one is spoilt for choices. Opportunities lie aplenty and the emotional response is that of a kid at a candy store. All of us, in the local factual entertainment space, are that kid staring at a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/genres800.jpg?itok=O7zmL3ru
Colors Infinity, Comedy Central gain highest OTS in genres: Chrome DM

MUMBAI: With growth of 2.22 per cent, the English GEC genre marked the highest opportunity to see (OTS) among all categories in week 46 of Chrome Data Analytics & Media. In this category, Colors Infinity gained the highest OTS with 47.7 per cent and Comedy Central was the second most benefitted...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/discovery.jpg?itok=1Yn6OGCG
Discovery uncovers true stories of reality-based movies

Discovery Channel is launching a new series Real story of… which will premiere on 26 November and will air every Sunday at 10 pm. The series uncovers true stories behind some of the Oscar-nominated movies of recent years to separate fact from fiction.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/trolls_0.jpg?itok=1LRXaRxI
Star Movies brings Trolls to Indian Television Screens for the first time ever!

Staying true to the promise of being the destination for Hollywood Blockbusters, Star Movies brings to the Indian Television audiences, a fan favourite film Trolls. Directed byMike Mitchell and Walt Dohrn, Trolls stars the likes of Justin Timberlake, Anna Kendrick, Zooey Deschanel, Kunal Nayyar...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/KVL_Narayan_Rao.jpg?itok=prpf8_-w
Obit: In memory of KVL Narayan Rao

NDTV CEO KVL Narayan Rao had been battling cancer grittily for at least a couple of years. And, at times, it looked like he was on the verge of conquering it, of getting the life-threatening ailment out of his system. But this morning his body, which had been ravaged and weakened by various...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/rep.jpg?itok=7fR5acpM
The rise and fall of English news’ TV viewership

NEW DELHI: Tongues have been wagging in the industry that the English news genre viewership levels and ratings have not only been yo-yoing but also declining. From a high of an average weekly viewership of 3788 (‘000) impressions in the Broadcast Audience Research Council (BARC) data from week 27-...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/ira.jpg?itok=S8B6YYvd
PIB’s Ira Joshi new DG of Doordarshan News

Doordarshan News has appointed senior Indian Information Service officer Ira Joshi as director general (DG).

Television TV Channels Terrestrial

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories