MUMBAI: According to the FICCI-KPMG Media and Entertainment 2014 report, with 168 million TV households, India is the second largest TV market after China. However, there is scope for further growth in India’s broadcast industry.
Concurring with the same is Singapore Exhibition Services assistant project director (communication events) Calvin Koh, who was in the city to speak about the upcoming Broadcast Asia 2015 Summit. The Summit will be held from 2-5 June 2015 at the Marina Bay Sands, Singapore.
Speaking to Indiantelevision.com, Koh says that the Indian broadcast industry is undergoing a big transformation. He informs that by 2019 India will see a fourfold increase in Over The Top (OTT) platforms as there will be major push for OTT service everywhere. “Sports broadcasting will be another catalyst for this change. TV is going to be everywhere, not just limited to television sets,” he says. Broadcast Asia 2015 will have its spotlight this year on a TV Everywhere! Zone.
With hurdles coming in way of a smooth digitisation process in India, Koh is still hopeful. “I don’t expect a sudden overhaul. India has the potential for increasing consumption for TV. Regardless of the hurdles, we need to see trendsetters in the broadcasting space,” he says.
He went on to explain that broadcasters today need to be present on multiple screens. With regards to sports broadcasting, the executive with 18 years of experience in the industry, remarks sports broadcasting will be a strong driver for content consumption in India. “India is doing well and we are confident,” he says.
For Koh, TV serials and films still are largely untapped markets and have strong potential to drive growth and reach audiences. He equates the growth for Bollywood films in the same manner as it worked for the successful proliferation of Korean dramas in non Korean markets.
When asked to list challenges faced by the Indian broadcast space, Koh says, “Content is of concern.” He says broadcasters and content creators need to come up with relevant stories that sell.
“Good content should also be materialized and repurposed to be consumed on tablets and mobile screens. With more broadband options, and faster upload times, there is variety and options of TV everywhere. Media analytics also help advertisers who views what where and at what time, which is essential,” he says.
With regards to OTT platforms and broadcasters, Koh says that they need to understand consumer behavior. “While there is no lack of potential, investments in infrastructure by the two and content should go hand in hand,” he concludes.