industry analysis of tv viewership in india

Industry analysis of TV viewership

By: Sindoor Naik

Introduction

• Indian television September 15th 1959 television was introduced in Delhi

• The 80’s brought television set to most of the house hold in India

• Doordarshan was the only channel available which was launched in 1959

Industry size

• Today Indian TV is a INR 370 billion industry• 500 channels catering 102 billion Indians• India has third largest television market in the world• Approximately half of all Indian households own a television• Total television viewership of 415 million

Industry growth

• India’s television business worth is Rs. 370 billion in 2013

• Expected to grow at a compound 18% rate till 2015

• Television business will be worth Rs.808 billion in 2018

Key trends• Digitization• Regionalization• New Media• Regulation to drive growth• Consumer Understanding• Innovation• Consolidation

Current trends

• More preference to reality shows by viewers• Indian formats have their own charm• Thriller shows and comedy nights are also popular

Indian Television & Social Media

• Helps to connect better with people• Sometimes act as alternative to TV like YouTube & daily motion

videos• This factor keeps TV channels on their toes.

Future of Indian Television• The future, looks bright for television in India• Smart TV’s are the future

Challenges from three aspects: a. technology, b. television viewing practicec. content.

Television broadcasting

• Cable television industry stares at bleak future• DTH vs. Analogue Cable Television• Digitization norms have debarred analog broadcasting

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