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8/12/2019 Study of Indian Media Industry
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1
A
PROJECT REPORT
ON
Study of
I ndian Media I ndustry
Submitted By:
Mayank Ghatawat
MMS, Marketing
2008-2010
In Partial Fulfillment of award of
Master in Management Studies Degree
Under the Guidance of:
Prof. Dipesh Maitra
N. L. Dalmia Institute of Management Studies & Research
(Batch 2008-2010)
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DECLARATION
I, Mayank Ghatawat, a student of MMS of N.L.Dalmia Institute of Management
Studies And Research, Mira Road hereby declare that I have completed this
project on “ Study of Indian Media Industry” in the academic year 2008- 10.
This information submitted is true and original to the best of my knowledge.
Mayank Ghatawat
Prof. Dipesh Maitra Prof. P.L.Arya
Faculty – Marketing Director
NLDIMSR NLDIMSR
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ACKNOWLEDGEMENT
The work that I have presented today to you stands as a testimony to the sincere efforts
put in by me and to the guidance and help given to me by so many people directly or
indirectly, for whom I would like to thank from the abyss of my heart.
The joy of completion is never complete till the fruits are shared with the ones who
helped me to achieve my aim to some extent.
I wish to express my deepest gratitude to TAM Media Research for giving me this
valuable opportunity in doing my project work using their valuable resources, in their
esteemed organization.
I shall have a great sense of pleasure to express my gratitude to our internal guide Prof.
Maitra, whose guidance has really helped me to prepare an effective project.
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TABLE OF CONTENT
INDEX
Executive Summary 6
1 Introduction 7
2 Types of Media Vehicles 7
3 Media Strengths & Weakness 9
4 India Media Industry‟s Present Scenario 12
5 Advantages & Disadvantages of Major Types of Media‟s 16
6 Media Class 18
7 Conceptual Model for Media 19
8 Media on an Increase 20
9 The Reach of Different Mediums across SEC‟s 20
10 Region Wise spread of theaters 21
11 Media Penetration as of 2003 21
12 Industry Overview 21
13 Update on Indian Media landscape
• TV penetration and CS penetration in India
• Reach of various media
• Growth in number of channels
• Growth in viewership of different genre‟s
• Top rated programs in different genre‟s
• Impact of fragmentation on TV viewership
27
14 Region wise analysis of TV Consumption pattern
• TV viewership share across markets (UP, MP, WB…etc.)
• Viewership share of markets by language
• Genre wise share across markets
34
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• Reach level of different genre‟s across regions
15 Understanding Advertising pattern in India
• Size of advertising revenue by media
• Growth in Ad spends across years
• Share of ad spends across languages
48
16 Analyzing advertising pattern on TV, Print & Radio
• Ad revenue trend across years
• Ad revenue split across zones
• Top Categories, Advertisers & Brands in different Zones
51
17 Major Findings 62
18 Bibliography 63
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EXECUTIVE SUMMARY
Introduction
The Indian Media and Entertainment (M&E) industry is poised to enter a golden era.
One of the largest markets in the world, the industry is seeing strong growth and has the
potential to garner US$ 200 billion by 2015. This booming industry opens lot of
opportunities; hence it is necessary to analyze the previous trends to have a better
understanding of its future operations.
Objectives
The primary objective of this study is to analyze the present scenario of the Indian
media industry & its growing trends over the years.
To understand the most attractive medium TELEVISION in details & its viewing
pattern
The Ad spends on various mediums
Research Methodology
This is an exploratory research along with secondary data. There are various Industry
tools used in churning the accurate data for the purpose of this study.
National surveys data has been used to support the study.
The study has special attention to Television medium.
Limitations
The major limitation for this project are:
National Surveys based on Census, last updated in 2001.
Lack of intense database for all mediums.
Lack of measurement of some mediums.
AdEx ( Advertisement Expenditure data available only for Radio, Print &
Television)
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INTRODUCTION
INTRODUCTION TO MEDIA:
Media: - Literal definition of media is “MEDUIM”. A medium of transfer, a medium of
change, a medium of transformation, a medium of education; that is what the term
”Media” means in the context of propagation of ideas, information, knowledge and
news & analysis.
TYPES OF MEDIA VEHICLES
Broadcast media:
1. Television
2. Radio
Narrowcast media:
1. Video and cable TV,
2. Cinema
Print:
1. Newspapers:
(a) Daily
(b) Weekly
(c) Sunday
(d) Weekend supplement
2. Magazines:
(a) Consumer magazines: general interest or special interest.
(b) Business publications: trade & institutional publications, etc.
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Outdoor:
(a) Billboards
(b) Transit media
Rural media
New media
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Media Strengths and Weaknesses
Media Strengths Weaknesses
Television
Dynamic attention getting media,
combining visual, sound &
animated stimulus
Strong potential Impact & High
market coverage
Good at demonstrating products
Enabling targeting through
selection of viewing channels and
slots between specific programme
Role model advantage: here the
advertisers have celebrities as
endorsers. Celebes are role models
of the youth and the youth always
ape to be like them
Creation of AIDA: advertising in
TV attracts Attention that creates an
Interest and Desire that can lead to
Action in the form of final
purchase.
High level of initial expenditure
required
„Now you see it, Now you don‟t‟
media, in that commercials are on the
screen and gone within seconds
Poor at communicating lengthy
technical information
Time consuming to produce an ad
TV ads alone do not suffice: in order
to make the campaign successful TV
ads have to be supported with other
media like print or radio.
Ads are very short to provide any
detail information.
Statutory controls: the TV ads have to
adhere to the I&B rules. Surrogate
advertisements have been banned
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Newspaper
Targeting is possible through
profiling readership
Good level of market coverage
Local advertising possible
Inexpensive medium when used
selectively.
Reinforcement medium
Static media, not suitable for product
demonstration
Potential for poor reproduction,
sometimes limited to black and white
Quality of paper used is not very
effective and reduces the
attractiveness of ads
Possibility of an individual advert
being lost on a page of adverts
Short-life span, i.e. yesterdays
newspapers become today‟s rubbish
Informal reading: people may skip ads
Radio
Mass use of radio by audience,
particularly in cars on the way to
work and home. 90% of India has
access to Radio which is unmatched
by any other media
Very effective for reaching the
large rural audience.
High geographic and demographic
reach
Targeting is possible through
selection of channel and
programme
Audio communication only
Misunderstanding: sometimes there
might be a misconception regarding
the radio ad as it is only heard.
Now you hear it, Now you don‟t
Lower attention levels than television
from the audience
RJ needs training: it is very important
that the Radio Jockey is trained
enough to deliver the ad. Sometimes
the voice really matters. If the voice is
irritating then there is a chance that the
campaign may flop.
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INDIAN MEDIA INDUSTRY’S PRESENT SCENARIO
The Indian Media and Entertainment (M&E) industry is poised to enter a golden era.One of the largest markets in the world, the industry is seeing strong growth and has the
potential to garner US$ 200 billion by 2015.
The eighth PricewaterhouseCoopers (PwC) Global Entertainment and Media Outlook
has ranked India as the fastest growing market in the world for spends in entertainment
and media in the next five years. India will be one of the key drivers in pushing the
global entertainment and media industry to US$ 2 trillion by 2011. With a compound
annual growth rate (CAGR) of 18.5 per cent, the Indian M&E industry is the fastestgrowing in the Asia-Pacific, says the study.
Cinema
The Indian film industry, with over 3 billion admissions per annum, is the largest in the
world, in terms of number of films produced per year. This industry, which was worth
US$ 2.12 billion in 2006, is estimated to grow at a CAGR of 16 per cent to US$ 4.42 billion by 2011.
The opening of the film industry to foreign investment coupled with the granting of
industry status to this segment has had a favourable impact, leading to many global
production units entering the country. For example, Walt Disney has partnered with
Yash Raj Films to make animated movies, the Warner Group is funding the Sippys' film
projects, Viacom has joint-ventured with the TV 18 group to form Viacom-18, and
Sony Pictures Entertainment has co-produced Saawariya with SLB Films (Sanjay LeelaBansali FIlms).
Simultaneously, advancements in technology along with a rise in consumer income and
change in consumption patterns has led a massive shift in all spheres of the film
industry -- production, exhibition, distribution and marketing.
One perceptible change has been the rapid growth of multiplexes, which meets
consumer demand for quality entertainment and has also helped boost production of
niche films targeted at niche audiences.
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Television
The television industry in India is currently at its prime, contributing the largest share in
the total media and entertainment industry in the last three years. While India is the
third largest cable television market in the world, the penetration levels of pay TV is
still low which promises a huge untapped potential for growth.
A report by PwC estimates that the Indian television industry's revenue will grow at a
CAGR of 22 per cent to US$ 13.11 billion by 2011 from US$ 4.82 billion in 2006. The
buoyancy of the Indian economy coupled with new distribution platforms like DTH and
IPTV among others is likely to propel the growth of this industry.
Significantly, there has been an increase in the growth of digital distribution platforms
like DTH. A report by Ernst & Young estimates that by 2010, 28 per cent of the
estimated 100 million pay TV households are likely to switch to digital platforms, with
DTH at the top.
Music
The Indian music industry, which until recently was overwhelmingly dominated by film
music, is now being propelled by non-film music as well. According to the PwC report,
the Indian music industry is estimated to grow at a CAGR of 4 per cent from US$ 1.81
billion in 2006 to US$ 2.19 billion in 2011. Significantly, the share of digital music is
likely to increase, with an estimated growth rate of 25 per cent.
Digital music sales exceeded physical sales of music for the first time in 2006,
primarily driven by mobile phone platforms like caller ring back tones, ring tones and
music clips.
The surge in mobile sales has helped India emerge as one of the world's largest markets
for mobile music. According to the Cellular Operators' Association of India, the size of
the mobile music industry is likely to grow to around US$ 170 million by the end of
2007, from about US$ 115 million in 2006.
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Radio
The cheapest and oldest form of entertainment, reaching 99 per cent of the population,
this segment is likely to see dynamic changes, with the advent of private players
(including foreign participation).
Presently, 30 odd radio companies, having license to operate 266 private FM radio
stations across 91 cities within the next 12 months, have already invested US$ 884.33
million. Simultaneously, the number of operational FM radio channels reached 120, by
the end of October 2007.
According to industry estimates, India will have 600 stations (250 All India Radio and
350 private) in 100-odd cities, this year. Looking ahead, this segment is likely to see a
robust CAGR of 28 per cent, growing from US4 1.26 billion in 2006 to US$ 4.29
billion in 2011.
Advertising
The Indian advertisement expenditure is doubling every five years, boosted by robust
growth in television and print campaigns, says a report by London-based Zenith
Optimedia, the media planning and buying arm of advertising group Publicis.
After growing at an average of 13-15 percent in the last three years, the Indian
advertising industry is estimated to grow 61 per cent by 2010, with advertising spending
growing from US$ 5.74 billion in 2007 to US$ 9.28 billion by 2010. Simultaneously,
the share of advertising expenditure is likely to increase from 0.5 per cent of GDP in
2007 to 0.53 per cent of GDP in 2010.
The advertisement industry recorded robust growth in the current financial year. Whiletelevision advertisement volumes recorded a growth rate of 33 per cent during the
January-September 2007 compared to the same period in 2006, print advertising grew
by 21 percent during January-September compared to same period in 2005.
Others
Segments like print media, animation and gaming are also likely to see interesting
growth rates. According to Nasscom, the Indian gaming market is likely to grow 72 per
cent from US$ 48.51 million in 2006 to US$ 429.54 million in 2010. Similarly, the
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ADVANTAGES AND DISADVANTAGES OF THE MAJOR
TYPES OF MEDIA
Advantages Disadvantages When to Use
Direct Mail Most personal form of
advertising. By selecting
names by zip code,
mailing can be pinpointed
to precise geographic area
Mailing lists may be used
to target specific groups
Can evaluate its
effectiveness by
calculating response rates
Difficult to find
mailing list of
prospects by
occupation at home
addresses
Cost for reaching each
prospect is high
Many people don‟t
like unsolicited offers
If the right mailing list
can be found, this is
potentially the most
effective medium – no
other medium gives the
prospect as much a
feeling of being speciallyselected
Particularly valuable in
competitive situations
Internet Relatively cost-effective
Can target types of
viewers
Messages can be timely
Ads can be interactive
Able to reach a global
audience
Should be one
component of the
marketing strategy
impact gauging is
difficult
Range of costs can
vary dramatically
Appropriate for ongoing
campaigns, especially as
resource for additional
information. Banners,
Ezines & links can drive
traffic to site
Magazines Can select targeted
audiences
Ad size flexibility
High quality printing
Prestigious editorial
environment
Long life – prospects
keep magazines and
reread them
Wide geographic
circulation – usually
cannot be used to limit
recruiting to specific
area
Long lead time for ad
placement
Costs can be high
When job is specialized
When time and
geographic limitations
are not of utmost
importance
When involved in
ongoing recruiting
programs
Newspaper Short deadlines Easy to ignore When you want to limit
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Ad size flexibility
Circulation concentrated
in specific geographic
areas
Reach a diverse audience
Classified sections well
organized for easy access.
Considerable
competitive clutter
Circulation not
specialized – pay forunwanted readers
Poor printing quality
No Specific TG.
recruiting to a specific
area
When sufficient numbers
of prospects are clusteredin a specific area &
When enough prospects
are reading help-wanted
ads to fill hiring needs
Outdoor
(roadside
billboards)and Transit
(posters on
buses &
subways)
Difficult to ignore. Can
reach prospects as they
are literally traveling totheir current jobs
Precise geographic
selectivity
Reaches large numbers of
people manytimes at a
low cost
Only very brief
message is possible
Requires long lead for preparation & must be
in place for long
period of time.
(Usually 1-3 months)
When there is a steady
hiring need for large
numbers of people that isexpected to remain
constant over a long
period of time
“Point-of-
Purchase”
(Promotiona
l materials
at recruiting
location)
Calls attention to
employment story at time
when prospects can take
some type of immediate
action
Creative flexibility
Limited usefulness:
prospects must visit a
recruiting location
before it can be
effective
Posters, banners,
brochures, audio-visual
presentations at special
events such as job fairs,
open houses,
conventions, as part of an
employee referral
program.
Radio and
Television
Difficult to ignore. Can
reach prospects who are
not actively looking for a
job better than
newspapers and
magazines
Can be limited to specific
Only brief,
uncomplicated
messages are possible
Lack of permanence;
prospect cannot refer
back to it. (Repeated
airings necessary to
In competitive situations
when not enough
prospects are reading
your printed ads
When there are multiple
job openings and there
are enough prospects in
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geographic areas
Creatively flexible. Can
dramatize employment
story more effectivelythan printed ads
Little competitive
recruitment clutter
make an impression.)
Creation & production
of commercials –
particularly TV: can be timeconsuming &
costly
Lack of special
interest selectivity.
specific geographic area
When a large impact is
needed quickly. A “blitz”
campaign can saturate anarea in two weeks or less
Useful to call attention to
printed ads or web site
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Why the Media is on an increase?
All the above mentioned reasons are leading to an expanded growth in the usage of
Mass Media for communication
The Reach of Different Mediums across SEC’s
The above grid shows that SEC A1 is reached well through all the mentioned
Mediums.
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Region Wise spreads of theaters
Andhra Pradesh has the highest penetration of theaters in India
Media Penetration as of 2003
Medium All India Urban
Print 25% 46%
Terrestrial Televison 53% 80%
Cable & satellite Television 20% 46%
Radio 22% 25%
Cinema 7% 11%
Internet 1% 3%
Industry Overview:
Current Market Size is estimated at USD 7.72 bn
Expected to reach USD 18.32 bn by 2010, a CAGR of 19%
Maximum growth expected in Television and Film segments
More than 300 national and regional TV channels
Close to 1000 films made every year
Liberal FDI policies across all the segments of the industry
Government focusing on regulations to give further impetus to the industry
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Key Drivers of the Indian Media & Entertainment Industry
Enabling regulations related to broadcasting, print and radio by the
Government
Development of content for niche viewers
Pricing remains a key driver, whether it is for cable subscription, film tickets
or newspaper prices
Increased consumerism and increased advertisement spend by marketers (i.e.
more revenues for media companies) fueling further growth
Use of technology for special effects, animation and other creative work
leading to better quality of media products
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Indian Television Industry - Wholesome entertainment
Largest segment in the industry with market size of USD 3.24 bn in 2005
Expected to reach USD 9.34 bn by 2010, a CAGR of 24%
Subscription accounts for 58% of the total revenues followed by advertising
and software
India currently has 105 million TV households and over 60 million cable
connections
TV penetration expected to increase to 135 million households and cable
connections to 85 million households by 2010
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The Idiot Box
Television in India holds the biggest pie of share in the Media Industry
The growth levels expected in this Medium is humungous
This medium will specifically see lot of organized growth
There is a need to understand this medium in detail, as it will pose great
influence on other Medium‟s too.
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Understanding the Indian Media Landscape
Update on Indian Media landscape
TV penetration and CS penetration in India
Reach of various media
Growth in number of channels
Growth in viewership of different genre‟s
Top rated programs in different genre‟s
Impact of fragmentation on TV viewership
Region wise analysis of TV Consumption pattern
TV viewership share across markets (UP, MP, WB…etc.)
Viewership share of markets by language
Genre wise share across markets
Reach level of different genre‟s across regions
Understanding Advertising pattern in India
Size of advertising revenue by media
Growth in Ad spends across years
Share of ad spends across languages
Analyzing advertising pattern on TV, Print & Radio
Ad revenue trend across years
Ad revenue split across zones
Top Categories, Advertisers & Brands in different Zones
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Update on Indian Media Landscape
What changes are observed in Universe Size ?
The Total TV owning households has seen a 3% increase in a year.
This shows the kind of potential this medium has in the current scenario.
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What is the change in the TV ownership & CS penetration?
All over India, 51% of homes have Television Sets, among them 61% of homes are
C&S homes…
Delhi had max. No. of TV Households and
TamilNadu had max. C & S Penetration
The C& S penetration & colour TV sets has increase over the years
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State wise break up of TV owning households, TV ownership
& CS penetration
66%60%0.5Meghalaya
59%45%1Tripura
35%57%2Uttaranchal
86%91%3Delhi
60%74%5Haryana
44%38%5Chattisgarh
45%29%5Jharkhand
28%34%6Assam
48%80%7Punjab/HP/Chandigarh
70%69%8Kerala
47%38%9Orissa
36%46%11Rajasthan
61%56%11Gujarat
83%66%12Karnataka
47%40%13Madhya Pradesh
22%22%16Bihar
92%67%17Tamil Nadu/Pondicherry
62%43%18West Bengal
91%66%19Andhra Pradesh
58%63%23Maharashtra/Goa
27%36%29Uttar Pradesh
61%51%219All India
C&S HouseholdsTV OwnershipHouseholdsStates
66%60%0.5Meghalaya
59%45%1Tripura
35%57%2Uttaranchal
86%91%3Delhi
60%74%5Haryana
44%38%5Chattisgarh
45%29%5Jharkhand
28%34%6Assam
48%80%7Punjab/HP/Chandigarh
70%69%8Kerala
47%38%9Orissa
36%46%11Rajasthan
61%56%11Gujarat
83%66%12Karnataka
47%40%13Madhya Pradesh
22%22%16Bihar
92%67%17Tamil Nadu/Pondicherry
62%43%18West Bengal
91%66%19Andhra Pradesh
58%63%23Maharashtra/Goa
27%36%29Uttar Pradesh
61%51%219All India
C&S HouseholdsTV OwnershipHouseholdsStates
Delhi has a whooping 91% TV ownership out of the 3 Million households, out
of which 86% are C& S households
Southern states like Andhra Pradesh, Tamil Nadu/ Pondicherry, Karnataka,
Kerela have a high level of C& S penetration
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What is the reach of different medium?
Growth in number of channels
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What do the viewers watch in India?
Regional & Hindi GEC together constitute nearly 50% of the total viewership pie
Is domination of big players coming down ?
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Is Fragmentation on rise?
The viewership share of top 5 channels has been steadily declining across year
How has fragmented viewing impacted Time spent on TV ?
Which genre’s have been impacted due to fragmentation ?
News and Kids have observed increase in avg. weekly time spent over years…
English movies, Hindi & Regional GEC, and Cable genre have witnessed drop in
time spent…
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Region wise analysis of TV Consumption pattern
Which markets have higher TV viewership share ?
Maharashtra, TN & AP constitute around 40% of All India viewership
Source: TAM People Meter System
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Analyzing each market in detail
Analyzing AP market
Telugu language has the maximum viewership share followed by Hindi in AP
Regional GEC commands a share of 46% followed by Cable at 12% and Regional
Movies at 11%
Regional GEC has a reach of 91% in AP followed by Regional Movies at 82%
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Analyzing Karnataka market
Karnataka market has a mix of languages that are viewed
Regional GEC and Regional Movies together constitute 60% of total viewership in
Karnataka
Apart from Regional GEC & Movies, Hindi GEC & Movies have a avg. weekly
reach of 65%+
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Analyzing TN market
Among all languages, 84% of viewership is to Tamil language in TN
Sun TV garners 42% share followed by KTV at 15%
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Analyzing Orissa market
Viewership share of Hindi programming is at 69% in Orissa
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Analyzing WB market
Bengali and Hindi programming have maximum viewership share in WB
Regional & Hindi GEC together command 50% viewership share among all genre‟s
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Analyzing Gujarat market
Hindi & English programming constitute to 92% of total viewership in Gujarat
Hindi GEC genre garners 40% share among all genre‟s while Star Plus leads the
channel share at 20%
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Analyzing Delhi market
Hindi language programming commands a share of 90%
Hindi Movies and Hindi News are neck to neck in terms of viewership share in
Delhi
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Analyzing PHCHP market
Hindi programming has the maximum share followed by English programming at
10%
Hindi GEC & Movies together constitute 50% of the entire viewership pie
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Analyzing Rajasthan market
9 out of every 10 viewers prefer hindi programming in Rajasthan
60% of viewership in Rajasthan is on Hindi GEC and Hindi Movies
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The Indian Advertising Scenario
Growth in the Number of Companies
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Size of Ad revenue pie & How is it split by Medium
What is the size of Indian ad revenue pie?
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Print stride ahead all other media with 48% ad revenue
What is the split of Ad spends across languages?
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Analyzing advertising pattern on TV, Print & Radio
Television
Growth of Ad spend on TV across years
Ad volumes on TV grew faster than ad spends
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What is split of Ad spend on TV across Zones ?
What is the split across genres?
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Which are the top Categories on TV ?
31% of ad spends accounted by Overall Top Categories
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Which are the top Advertisers on TV ?
HLL was the Top player on TV
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Which are the top Brands on TV ?
Colgate Dental Cream had the max. ad spends
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Growth of Ad spend on Print across years
Ad spends and Volumes on Print growing almost same pace
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Which are the top Advertisers on Print ?
4 of the top 10 advertisers are from the Auto sector
1%356Nokia Corporation10
1%365Samsung India Electronics Ltd91%417Reliance Communications8
1%433Hero Honda Motors Ltd7
1%440Tata Motors Ltd6
1%458LG Electronics India Ltd5
1%506Bajaj Auto4
1%594Pantaloons Retail India Ltd3
1%711Maruti Udyog Ltd2
1%828Hewlett Packard India Ltd1
% shareSpends(Rs. in Mn.)
AdvertisersRank
1%356Nokia Corporation10
1%365Samsung India Electronics Ltd91%417Reliance Communications8
1%433Hero Honda Motors Ltd7
1%440Tata Motors Ltd6
1%458LG Electronics India Ltd5
1%506Bajaj Auto4
1%594Pantaloons Retail India Ltd3
1%711Maruti Udyog Ltd2
1%828Hewlett Packard India Ltd1
% shareSpends(Rs. in Mn.)
AdvertisersRank
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Which are the top Brands on Print ?
IIPM is the highest spender on Print
0.3%171Parsvnath Developers10
0.3%178Hero Honda Motorcycles9
0.3%184Ministry Of Consumer Affairs8
0.4%227TVS Star City7
0.4%238Incredibleindia6
0.4%243Big Bazaar5
0.4%273Maruti Car Range4
0.5%296Reliance Mobile3
1%322Ministry of Health & Family Welfare2
1%360IIPM1
% shareSpends(Rs. in Mn.)
BrandsRank
0.3%171Parsvnath Developers10
0.3%178Hero Honda Motorcycles9
0.3%184Ministry Of Consumer Affairs8
0.4%227TVS Star City7
0.4%238Incredibleindia6
0.4%243Big Bazaar5
0.4%273Maruti Car Range4
0.5%296Reliance Mobile3
1%322Ministry of Health & Family Welfare2
1%360IIPM1
% shareSpends(Rs. in Mn.)
BrandsRank
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Radio
*Only FM Radio stations are considered for the Analysis
What is split of Ad spend on Radio across Zones?
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Which are the top Categories on Radio?
43% of ad spends accounted by Overall Top Categories
High Cross Media promotions on Radio
2%47Corporate/brand Image10
2%50Internet/SMS Service9
2%63Life Insurance8
3%78Publications/books7
3%80Mutual Funds6
3%81Jewellery5
4%105Independent Retailers4
6%183Cellular Phone Service3
8%225Properties/Real Estates2
13%376TV Channel Promotions1
% shareSpends
(Rs. in Mn.)CategoriesRank
2%47Corporate/brand Image10
2%50Internet/SMS Service9
2%63Life Insurance8
3%78Publications/books7
3%80Mutual Funds6
3%81Jewellery5
4%105Independent Retailers4
6%183Cellular Phone Service3
8%225Properties/Real Estates2
13%376TV Channel Promotions1
% shareSpends
(Rs. in Mn.)CategoriesRank
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Which are the top Advertisers on Radio ?
Four players from the Cellular Phone Service category in the Top 10
Real Estate, Insurance, Auto and Pharma advertisers secure place in the Top 10
0.8%23Tata Sky Ltd10
0.8%24Hutchison Essar Telecom Ltd9
0.9%25Prince Pharma8
0.9%26Maruti Udyog Ltd7
1%33Life Insurance Corporation of India6
1%45Bharti Airtel Ltd5
2%45Reliance Communications4
2%47GTM Builders & Promoters3
2%60MTNL2
5%161Hindustan Lever Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
0.8%23Tata Sky Ltd10
0.8%24Hutchison Essar Telecom Ltd9
0.9%25Prince Pharma8
0.9%26Maruti Udyog Ltd7
1%33Life Insurance Corporation of India6
1%45Bharti Airtel Ltd5
2%45Reliance Communications4
2%47GTM Builders & Promoters3
2%60MTNL2
5%161Hindustan Lever Ltd1
% shareSpends
(Rs. in Mn.)AdvertisersRank
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Which are the top Brands on Radio?
The top 10 brands constitute only 10% of the total spends…
Independent Retailer from the North tops the brand list across Radio Spends
2 brands each of real estate, cellular phone service provider and pan
masala/zarda in the Top 10 list.
0.5%15Pan Bahar Pan Masala10
0.5%16Big Bazaar9
0.5%16Pan Parag Pan Masala8
0.5%16Parsvnath Developers7
0.6%18Dollar Club6
0.7%22M-Tech Developers5
0.8%22Airtel Cellular Phone Service4
0.8%23Tata Sky3
1%32Reliance Mobile2
2%47GTM Jewellery Mart1
% shareSpends(Rs. in Mn.)BrandsRank
0.5%15Pan Bahar Pan Masala10
0.5%16Big Bazaar9
0.5%16Pan Parag Pan Masala8
0.5%16Parsvnath Developers7
0.6%18Dollar Club6
0.7%22M-Tech Developers5
0.8%22Airtel Cellular Phone Service4
0.8%23Tata Sky3
1%32Reliance Mobile2
2%47GTM Jewellery Mart1
% shareSpends(Rs. in Mn.)BrandsRank
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Conclusion
The number of channels increasing over years, fragmentation of viewership is on rise
Avg. weekly time spent on Total TV has been steadily decreasing
Maharashtra, TN and AP are the largest markets in terms of viewership at an All India
level
The size of Indian media advertising is pegged at 163bn of which Print commands
48% share.
Ad spends on Radio in 2006 over 2005 have grown at a faster rate than that of TV and
Genre‟s like News (English, Hindi, Regional & Business), Kids, Music have witnessed
increase in viewership across years…
Regional & Hindi GEC together constitute nearly 50% of the total viewership pie
Number of channels contributing to 80% viewership has increased from 31 in 2004 to
41 in 2007
The avg. weekly time spent on total TV is dropping across years
On Radio : Four players from the Cellular Phone Service category in the Top 10
On Print: Properties/Real estates is the top spender on Print & 4 of the top 10
advertisers are from the Auto sector
On TV: Ad volumes on TV grew faster than ad spends & Overall GECs accounted for
62% of ad spends
9 out of 10 viewers in MP are exposed to Hindi GEC genre
Bengali and Hindi programming have maximum viewership share in WB
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