Television Industry in India

Khushi Sen | Nidhi Upadhyaya | Shray Gupta

Jesal Rana | Sunitha Edwards

Introduction

“Television! Teacher, Mother,

Secret Lover”

-Homer Simpson, The Simpsons

A Teacher who educates, a mother

who guides and a secret lover who is

special in ways more than one –

Television is indeed all this and more!

An agent of culture, a carrier of

traditions; a counselor for

relationships, a forger of friendships; a

tool for empowerment, an instrument

for learning – TV has come a long way

to mean much more than just

entertainment to the public at large.

A window to the outside world, an

inspiration for growth and a platform

for showcasing talent – think of a role

& TV plays it for millions across our rich

& diverse country!

Purpose of TV Industry in India

Purpose of TV Industry in India

• Plays a major role in the flow of information

• Is equipped with the power to influence people,

their beliefs and their opinions

• Being a visual medium, its impact transcends the

social & educational background of its viewers

• Remains a favorite media source for most

consumers across age irrespective of domicile:

92% of the respondents rank ‘watching TV’ as their

top media source*

94% respondents consider ‘advertising on TV’ as the

most influential media source to impact their

buying decisions* *Source: Deloitte (ASSOCHAM) M&E In India, Sep 2011

• In terms of number of TV viewers ,

1st – China

2nd – USA

3rd – India

• The television sector in India has grown at 12%p.a. (2007-2010)

• Estimated to continue this strong growth, owing to healthy advertising spends and increased penetration in semi-urban and

rural areas, mainly by DTH

*Source: Deloitte (ASSOCHAM) M&E In India, Sep 2011

*Source: Deloitte (ASSOCHAM) M&E In India, Sep 2011

*Source: Deloitte (ASSOCHAM) M&E In India, Sep 2011

Purpose served BEFORE the TV industry came into

existence

Oral Speech

(Word of Mouth)

Telegraph Machine Telephone

As a mode of Communication:

As a mode of Information:

Print Media

Public

Announcements

As a mode of Information as

well as Entertainment:

Radio

As a mode of Entertainment:

Movies

Theatre

As a mode of ‘Bonding’:

Family Outings

Outdoor Games

Size of the TV Industry In India

*Source: FICCI-KPMG Indian M&E Industry Report, 2012

*Source: FICCI-KPMG Indian M&E Industry Report, 2012

*Source: FICCI-KPMG Indian M&E Industry Report, 2012

*Source: FICCI-KPMG Indian M&E Industry Report, 2012

SWOT Analysis

SWOT Analysis

• Media And Entertainment is one of the most booming

sectors in India due to its vast viewership reach.

• The industry like television have a large customer base

• The growing middle class with higher disposable income

has become the strength of the M & E industry.

• Change in the lifestyle and spending patterns of the Indian

masses on entertainment

• Technological innovations like online distribution channels,

web-stores, multi- and mega-plexes are complementing

the ongoing revolution and the growth of the sector

• The low cost of production and high revenues ensure a

good return on investment for Indian Television industry

SWOT Analysis

• Among the weakness in the industry,

a current weakness may be

inability to adhere to ethical

standards in the industry

which has lead to lawsuits filled against some media

industries

• The industry also has been slow in its growth only picking

up in the recent past, thus its innovation and marketing

strategies may be not competitive on the global arena

(Bird, 2003)

• The lack of efforts for media penetration in lower socio-

economic classes, where the media penetration is low

SWOT Analysis

• The industry still has room to

expand within India as the

market is wide & can

increase its market share

• The high technological

innovation which is

happening everyday also

presents a

good opportunity for

the media industry

to utilize the latest

technology in expanding its

product mix or improving

existing ones hence, reaching

or increasing its market

SWOT Analysis

• The increasing interest of the global investors

in the sector

• The media penetration is poor among the

poorer sections of the society

• This offers opportunities for expansion in the

area

• The nascent stage of new distribution

• Rapid de-regulation in the Industry

• Rise in the viewership & the advertising

expenditure

SWOT Analysis

• Though India can be said to be

stable politically, the country is

known for frequent changes in

government administration &

instability in some regions or

states, this issue negatively

affects the media and it is

threat to the media

• Piracy, violation of intellectual

property rights poses a major

treat to the Media And

Entertainment companies

SWOT Analysis

• Lack of quality content has

emerged as a major

concern because of the 'Quick- buck' route being

followed in the industry

• With technological

innovations taking place so

rapidly, the television

industry is facing

considerable uncertainty

about success in the

marketplace

New ‘Biz’ Strategy

NewsLaundry - Sab ki Dhulai

• Let’s find out more about the objective people who are

reporting the news.

• This show features a Q & A with famous members of the media and subjects them to every probing, personal question they

have ever asked a murder suspect, assault victim, surviving

family member or politician.

• Let’s find out about estranged family members, drugs done in

college, mental/rehab hospital stays, opinions on racism and

more.

• If they say “No Comment”, no problem!!

• We’ll gladly move on to the next question – as soon as they

start to cry for mumma!

Thank You !