MAM

Guest Column: Invest NOW in Indian TV industry

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/25/Thorn%20Yang.jpg?itok=7msZol7n

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:

public://f1_6.jpg

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.

public://Untitled-4_3.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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/25/7up.jpg?itok=UmwhEAEI
Fido Dido comes up with 'fresh solutions' to everyday problems in 7UP's new TVC

Mumbai: Soft drink brand 7UP has launched a quirky campaign to ring in the new year, featuring its much-loved, curly-haired brand mascot Fido Dido in his trademark cheeky avatar. The central concept of the brand campaign, a part of its ‘Think Fresh’ series, is to address everyday curveballs through...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/timex.jpg?itok=RXjc4dkF
Timex celebrates its rich heritage with ‘Given for Generations’ campaign

Mumbai: Watchmakers Timex Group celebrates its rich heritage with the launch of a new campaign called ‘Given for Generations.’  Timex believes that every watch has a soul and it comes from a relentless pursuit of craftsmanship, quality and design. The brand has also democratised timekeeping by...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_161308_800_x_800_pixel.jpg?itok=b9IQAqcC
CupShup wins digital mandate for Easiloan

Mumbai: CupShup, a full-service agency has bagged the digital mandate for the fintech startup, Easiloan. The account was won following a multi-agency pitch and will be handled out of CupShup’s Mumbai office. As part of the mandate, Cupshup will handle the social media presence and digital brand...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_160734_800_x_800_pixel.jpg?itok=UoDS8xRW
Expectations Budget '22: Fuel prices, medical expenses remain major concerns shows Kantar survey

Mumbai: With the third wave of pandemic raging on, the majority of consumers expect the government to increase focus on strengthening the healthcare infrastructure, showed the latest pre-budget survey conducted by data insights company Kantar.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_153451_800_x_800_pixel.jpg?itok=PbWdruzL
toothsi names Vishwanath Shetty as VP of brand partnerships

Mumbai: toothsi, a D2C start-up recognised for its smile makeover products and services has named Vishwanath Shetty as its new vice-president of brand partnerships.  With more than 15 years of experience in IP/branded content sales across media, advertising and martech, Shetty will lead the newly-...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_134730_800_x_800_pixel.jpg?itok=2SakjfzA
Swiggy's director of marketing Umesh Krishna moves on

Mumbai: Swiggy's director of marketing Umesh Krishna has moved on from the company after a four-year stint. He made the announcement with a social media post. Krishna is a 360-degree marketer with expertise in digital strategy, performance marketing, brand management and media purchasing. Prior to...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/img_24012022_132033_800_x_800_pixel.jpg?itok=LsNrQpm8
Kaizzen partners with Teri for World Sustainable Development Summit 2022

Mumbai: Kaizzen, an integrated communication agency, has partnered with The Energy and Resources Institute (Teri), the not-for-profit, policy research organisation, as an outreach partner for World Sustainable Development Summit (WSDS) 2022. WSDS is Teri’s annual flagship event, which will be held...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/2.jpg?itok=WUApgE04
HiveMinds bags digital mandate for Max Life Insurance

HiveMinds Innovative Market Solutions, the digital specialist of Madison World has bagged the digital mandate to manage Max Life Insurance’s paid marketing portfolio. The account will be serviced by HiveMinds’ newly opened North branch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/24/britannia.jpg?itok=t9KxPXzr
Britannia's new campaign stresses on protein consumption for young Indians

MUMBAI: Britannia Industries has launched a new TVC for Britannia Cheese that talks about its protein rich nutritional qualities. Proteins are by far one of the most important macro nutrients that  should be part of a healthy diet and through the new  campaign, the Dairy company aims to raise...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories

* indicates required