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Indian Media Scene
September2011
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Content
India - In 2010
India at a glance
Diversity
Basic Parameters
Economic Construct
Indian Media
Television
Radio
Internet Film & Music
OOH
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Content
Growth of the media industry
Growth of advertising revenue
India Outlook-Projection 2015
A closer look at Television Media
Television revenue
TV households
Pay TV households
Pay TV ARPU
TV advertising revenue
Top advertisers & brands
Number of TV channels & new launches
Viewership share
Hindi GEC overview
IPL IV
Television 2011
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Content
Print Industry
Total revenue
Revenue segmentation
Top sectors & categories in print
Top advertisers
Radio Industry
Total revenue
Top sectors & categories on radio
FM penetration 2007 vs. 2011
Mode of listening to radio
Internet Industry
Total revenue
Top social networking sites
Purpose of internet access
Users profile
Internet 2011
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Content
Film & Music Industry
Film-Total revenue
Multiplex players
Music industry trend & conclusion
OOH industry trend & conclusion
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Data sources
Google.com
Census of India
The Economist
Telecom Regulatory Authority of India (TRAI)
Television Audience Measurement (TAM)
Price Water House Cooper (PWC Entertainment & Media Outlook) Radio Audience Measurement (RAM)
ComScore Media Matrix
Indian Readership Survey (IRS)
Radio Establishment Survey
Indian Market Research Bureau (IMRB)
Central Intelligence Agency World Fact Book (CIA)
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India In 2010
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India a diverse country
More than 1 billion people
Urban: Rural ratio 31:69
No. of States 29
7 Union Territories
No. of Languages
22 Official Languages
No of local dialects More than 1600 dialects
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Key Parameters
ParametersINDIA
( All figs in Millions. Excl of %)
Population 1210.2 Million
Population Under 15 29.7%
Literacy Rate 74%
Exchange Rates 45.35 (Rs per US$)
No of Households 213m
Average no. per household 5.0
Source: TRAI| The Economist| CIA World Fact Book | TAM | PWC
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The Economic Construct
Source: Govt. of India | The Economist | CIA World Fact Book
Parameters INDIA
GDP $1.53 trillion
Origins of GDP % of total
Agriculture 18.5%
Industry 26.3%
Services 55.2%
Structure of Employment % of total
Agriculture 52%
Industry 14%
Services 34%
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India in Global ad spend market
Global advertising spends in media is forecasted to cross $500 billion by2011
India's current ad spend is $6 billion per annum
India is expected to contribute $1 billion plus per annum towards theglobal ad spend market, making it one of the fastest growing in the world
By 2020, Indian Entertainment & Media industry will experience a
revolution in terms of ad revenue due to double digit GDP growth, increase
in content consumption & embracing digital lifestyle
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Indian Media Industry overview
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2010 The economy on the track
Source: PWC | Industry Estimates
Worldwide, 2010 saw the global economy begin to recoverfrom a steep decline in 2009
In E&M sector, India recorded one of the highest growth in
the world growing at 11.2% in 2010
The E&M industry in 2010 stood at INR 646.0 billion ascompared to INR 580 billion in 2009
Two key industrial segments television & prints shown goodgrowth
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India Growth of the Media Industry
Source: PWC | Industry Estimates
Growth Of the Industry
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Television 192.2 223.9 244.7 265.5 306.512.5
% Change 17.1 9.3 8.5 15.4
Print 128.0 149.0 162.0 161.5 178.78.7
% Change 16.4 8.7 (0.3) 10.7
Film 84.5 96.0 107.0 95.0 87.50.9
% Change 13.6 11.5 (11.2) (7.9)Radio 5.0 6.9 8.3 9.0 10.8
21.2% Change 38.0 20.3 8.4 20.0
Internet 1.6 2.7 5.0 6.0 7.748.1
% Change 68.8 85.2 20.0 28.3
OOH 10.0 12.5 15.0 12.5 14.08.8
% Change 25.0 20.0 (16.7) 12.0
Animation Etc. 12.6 15.7 19.6 23.8 31.325.6
% Change 24.6 24.6 21.8 31.4
Music 7.3 7.6 6.9 7.5 9.56.8
% Change 3.3 (8.2) 8.5 25.7
Total 440.2 514.3 568.5 580.8 646.0 10.1
% Change 16.8 10.5 2.2 11.2
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Key Issues & trends Television
Source: PWC | Industry Estimates
Advertising revenue growth propel the television industry DTH leads growth in distribution segment
Regional channels increasing there share in TV advertising
Regional players are focusing on Kids Channel Market
Sports channel boosted by IPL3 & other cricketing events
Trend
Slow growth of digitization
High cost of content production
Low ARPUs to increase payback timeIssues
The industry showing a growth of 15.4% over 2009
Digitization emerging as key to success of the industry
The growth of advertising volume drives televisionadverting to double digit
Conclusion
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India Growth of the advertising
Source: PWC | Industry Estimates
Growth of the Indian advertising industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Television advertising 66.2 78.0 84.2 89.0 101.5
11.3% Change 17.8 7.9 5.7 14.0
Print advertising 78.0 94.0 103.5 100.0 113.5
9.8
% Change 20.5 10.1 (3.4) 13.5
Radio advertising 5.0 6.9 8.3 9.0 10.8
21.2% Change 38.0 20.3 8.4 20.0
Internet advertising 1.6 2.7 5.0 6.0 7.7
48.1% Change 68.8 85.2 20.0 28.3
OOH advertising 10.0 12.5 15 12.5 14
8.8% Change 25.0 20.0 (16.7) 12.0
Total 160.8 194.1 216.0 216.5 247.5 10.1
% Change 20.7 11.3 0.2 14.3
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2015: India Outlook
Source: PWC | Industry Estimates
The India E&M industry is estimated to grow from INR 646.0 billionin 2010, at a CAGR of 13.2% for the next five years to reach INR1198.9 billion in 2015
The television industry is projected to continue to be the majorcontributor to the overall industry revenue pie & is estimated togrow at a healthy rate of 14.5% over the next five years
Television
The Indian print media is projected to grow by 9.6% over the periodof 2010-15, reaching INR 282.0 billion in 2015 from present INR178.7 billion in 2010
The magazine industry is projected to show growth of 4.8% overthe next five year
The Indian film industry has had two consecutive bad years in 2009& 2010 and shown considerable decline
The industry depend heavily on big films and worthwhile content.
Radio industry projected to show healthy growth at CAGR of 19.2%over 2010-15, reaching INR 26 billion in 2015 from the present INR10.8 billion in 2010
Film & Radio
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2015: India Outlook
Source: PWC | Industry Estimates
Projected growth of the Indian E&M industry in 2010-15
INR billion 2010 2011 2012 2013 2014 2015 CAGR (%)
Television 306.5 353.0 404.0 465.0 532.5 602.514.5
% Change 15.2 14.4 15.1 14.5 13.1
Print 178.7 196.2 214.4 235.6 256.5 282.09.6
% Change 9.8 9.3 9.9 8.9 9.9
Film 87.5 96.5 104.5 115.3 125.0 136.59.3
% Change 10.3 8.3 10.3 8.4 9.2Radio 10.8 13.5 16.5 19.0 22.0 26.0
19.2% Change 25.0 22.2 15.2 15.8 18.2
Internet 7.7 10.0 12.5 15.5 19.5 24.025.5
% Change 29.9 25.0 24.0 25.8 23.1
OOH 14.0 15.5 17.0 19.0 21.5 24.011.4
% Change 10.7 9.7 11.8 13.2 11.6
Animation Etc. 31.3 38.6 47.8 57.7 69.4 82.621.4
% Change 23.4 23.8 20.6 20.3 19.0
Music 9.5 11.9 13.9 16.1 18.4 21.417.6
% Change 25.0 17.5 15.6 14.2 16.0
Total 646.0 735.2 830.7 943.2 1064.8 1198.9 13.2
% Change 13.8 13.0 13.5 12.9 12.6
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The television Industry-At a glance
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Television Industry-Total Revenue
Source: PWC | Industry Estimates
Television market segmentation 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Television distribution 117.0 136.5 150.0 165.0 192.013.2
% Change 20.6 16.7 9.9 10.0 16.4
Television advertising 66.2 78.0 84.2 89.0 101.511.3
% Change 21.5 17.8 7.9 5.7 14.0
Television content 8.0 9.4 10.5 11.5 1316.7
% Change 14.3 17.5 11.7 9.5 13.0
Total 191.2 223.9 244.7 265.5 306.5 12.5
The distribution industry grew by 16.4 % this year aided by high growth of DTH industry &
advances in digitization
The advertising industry have shown positive sign with strong recovery in advertising spend &
growth in advertising volume. Sectors such as FMCG, telecom & financial services have led thisgrowth
The content industry achieved a 13% growth rate, driven by the rise in non-fiction shows &
growth in regional markets
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Television Industry-Distribution
Source: PWC | Industry Estimates
Television distribution market 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Television distribution 117.0 136.5 150.0 165.0 192.013.2
% Change 20.6 16.7 9.9 10.0 16.4
% of Total 61 61 61 62 63
The size of this industry was INR 192 billion in 2010, registering a growth of 16.4% over INR
165 billion in 2009
The distribution industry is the largest part of the television industry & contributes to about
63% of the television industry revenue
The distribution industry revenues are a function of pay TV households & ARPU generated for
each pay TV households
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Television Industry-TV households
Source: TAM | PWC | Indus try Estimates
Television households in India 2006-2010
Million 2006 2007 2008 2009 2010
Total households 190.0 195.5 197.0 207.0 213.0
% Change 7.0 3.0 3.0 5.0 3.0
TV households 112.0 115.0 118.0 124.0 130.0
% Change 7.0 3.0 3.0 5.0 5.0
% TV Penetration 59.0 59.0 60.0 60.0 61.0
TV households in India increased from 124 millions in 2009 to 130 millions in 2010, at a growth
rate of 5%
The penetration in India in term of television household still remain low at 61% as compared to
developed counties like the US & UK where the penetration around 95% & 93% respectively With changing economy expecting the number of TV household will increase
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Television Industry-Pay TV household in India
Source: PWC | Industry Estimates
Pay TV households in India 2006-2010
Million 2006 2007 2008 2009 2010
Cable TV households 68.0 70.0 71.0 72.0 74.0
% Change 11.0 3.0 1.0 1.0 2.8
DTH households 2.0 3.5 9.0 14.0 26.0
% Change 100.0 75.0 157.0 56.0 86.0
Total Pay TV households 70.0 73.5 80.0 86.0 100.0
% Change 13.0 5.0 9.0 8.0 16.0
Pay TV increased to average of 100 million in 2010, from 86 million in 2009, with a growth of
16%
Growth largely led by DTH households in 2010
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Television Industry-TV household ARPU in India
Source: PWC | Industry Estimates
TV household ARPU in India
INR 2006 2007 2008 2009 2010
Pay TV ARPU 139.0 155.0 156.0 160.0 160.0
% Change 6.9 11.5 1.0 3.0 0.0
The growth of pay TV ARPU has not shown any growth over 2009
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Television Industry-Advertising revenue.
Source: PWC | Industry Estimates
Television advertising growth for 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
TV advertising 66.2 78.0 84.2 89.0 101.5 11.3
% Change 21.5 17.8 7.9 5.7 14.0
% of total TV industry 35 35 34 34 33
% of total advertising industry 41 40 39 41 41
Television advertising is one of the largest segment in the total advertising pie in India
In 2010, the TV advertising industry grew to INR 101.5 billion registering a growth of 14% over
2009
TV advertising industry contributes 41% of total advertising industry
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Television Industry-Advertiser in 2010
Source: TAM Adex
Top sectors advertising on television
2009 % share 2010 % share
Toilet soaps 4 Toilet soaps 4
Cellular phone service 4 Cellular phone services 3
Social advertisements 3 Social advertisements 3
Aerated soft drinks 2 Shampoos 3
Shampoo 2 Cellular phones 2
DTH service provider 2 Aerated soft drinks 2
Two-wheelers 2 Toothpastes 2
Toothpastes 2 Corporate/brand image 2
Cars/jeeps 2 Fairness cream 2
Life insurance 2 DTH service providers 2
TV advertisement of the food & beverages sector went up by 27% during 2010, as compared to 2009
Coca Cola India Ltd was the top advertiser under the food & beverages sector
Personnel care /hygiene saw a 55% rise in TV advertisement volume during 2010 as compared to 2009
Toilet soap led major contribution in personnel care category
HUL had higher share among all advertisers of the personnel care sector
Television Industry Top new brands & clients
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Television Industry-Top new brands & clients
in 2010
Source: TAM Adex
Top new brands on TV during 2010
Rank New brands
1 Colgate Total Clean Mint
2 Airtel 3G
3 Cadbury Perk Glucose
4 LOreal Total Repair 5
5 Nokia 5233
6 Knorr Soupy Noodles
7 Lux Purple Lotus & Cream
8 Sure Dry Shield Deodorants
9 Superia Lemon Fresh Soap
10 Minute Maid Nimbu Fresh
HUL, Reckitt Benkiser Ltd & Cadbury India Ltd were the top three advertisers on TV in 2010
The top three accounted for 13% of the overall advertisement share
Top 10 advertisers on TV on the basis of spend
Rank Advertisers
1 HUL
2 Reckitt Benkiser (India) Ltd
3 Cadbury India Ltd
4 ITC Ltd
5 Procter & Gamble
6 Coca Cola India Ltd
7 Colgate Palmolive Ltd
8 Ponds India
9 Glaxo Smithkline
10 L'Oreal's India Pvt. Ltd
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Television Industry-TV Channels.
Source: TAM
Total channels on television in 2010
Active Channels in 2010 New Channels in 2010 Total Channels in 2010
Regional 225 25 269
Hindi 88 2 104
English 65 11 76
Others 39 4 123
Total 417 42 572
Total 42 new channels are introduced in 2010
Regional channels, showed the biggest increase in the number of new channels
There are in all more than 264 new TV channels licenses pending with the Ministry & with TRAI, this
number is bound to increase
Al Jazeera also got a nod from the Information & Broadcasting Ministry for its news channel
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Television Industry-New TV channels in 2010
Source: TAM
New channels in 2010
Sr. No. Network Channel Name Category
1 Astro Group Food Food Food
2 Zee Khana Khazana Food
3 BIG-CBS Prime English GEC
4 BIG-CBS Spark Youth Channel
5 BIG-CBS Love Female Centric
6 FOX FX, FOX Crime, Nat Geo Music, Nat Geo Adventure, Nat Geo Wild, Nat Geo HD, Baby TV -
7 Discovery Discovery Science, Discovery Turbo -
8 Times Group Movies Now English Movies
The year 2010 are witnessed for more fragmentation of TV genre, ZEEL launched first of its kind food
channel Zee Khana Khazana
ADAG group tied up with global media house CBS Studio & launched three new channels in the English
GEC space
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Television Industry-Viewership Share (%)
Source: TAM Adex
31.7
22.9
12
6.5 6
3.4 3.6 3.8 2.81.9 2.5
2.9
26.2
24.2
11.7
7.9
5.54 3.7 3.4 2.8 2.4 1.7
6.5
0
5
10
15
20
25
30
0
5
10
15
20
25
30
35
HindiGEC
RegionalGEC
HindiMovies
Cable Kids RegionalMovies
RegionalNews
HindiNews
Sports RegionalMusic
Music Others
View
ershipShare(%)2009
View
ershipShare(%)2010
2010 2009
Hindi GEC is the largest & only shown distinct viewership growth in 2010 as compared to period 2009
Regional GEC which was running neck to neck Hindi GEC in 2009, has fallen behind in 2010
Remaining all categories are showing more or less same performance in 2010
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Television Industry-Hindi GEC.
Source: TAM, CS4+ YRS, All India 2010
Number of Weeks channel remained No.1
Channel Weeks 2010
Star Plus 42
Colors 10
Entry of Colors in 2009, mark impact on established channels in Hindi GEC, specially the top three
players
Innovative programming, differentiated content & well thought of distribution process made colors
strong contender in Hindi GEC space
Star underwent rebranding exercise to connect with younger audience- Rishta wahi, soch nayi
While Sony invested in newer & fresher content
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Television- Top Rated TV programs in 2010
Source: TAM
Top rated TV programs in 2010
Sr. No. Show Channel Average Prime Time Rating (%)
1 Pavitra Rishta Zee TV 5.36
2 Yeh Rishta Kya Kehlata Hai Star Plus 5.00
3 Uttaran Colors 4.90
4 Bidayi Star Plus 4.55
5 Jhalak Dhikhla Ja-VI Sony 4.43
6 Pratigya Star Plus 4.427 Balika Vadhu Colors 4.33
8 Na Ana Is desh Laado Colors 4.09
9 DID Lil Masters Zee TV 3.92
Fiction remains the most watched segment among the top programs In 2010
However Jhalak Dhikhla Ja-IV & DID Lil Masters, Reality shows marked their presence in top ten list
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Television- Reality Shows on Hindi GEC
Source: TAM | PWC Research
Reality Shows on Hindi GEC
Sr. No. Genre Shows Channel
1 Celeb reality Rakhi Ka Insaaf Imagine TV
2 Game show KBC Sony TV
3 Talent hunts Jhalak Dikhla Ja, Indian Idol, Master Chef India, DID,
India's Got Talent, Sa re Ga Ma Pa, The Great IndiaLaughter Challenge, Boogie Woogie
Sony TV, Star Plus, Zee TV, Star One
4 Matchmaking Rahul Dulhaniya Le Jayega Imagine TV
5 Social Experiment Bigg Boss, Emotional Atyachar Colors, UTV Bindass
6 Adventure-based show Khatron Ke Khiladi, MTV Roadies Colors, MTV
The year 2010 saw the non-fiction genre rise in popularity
Many high profile reality shows yielded good result for the broadcaster
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Television- IPL
Source: TAM
Effects of IPL Season IV on various channel genre GRP
Genre Pre IPL Season IV IPL Season IV Difference (%)
ENGLISH BUSINESS NEWS 39 30 -22
ENGLISH MOVIES 228 243 7
English GEC 47.19 45.63 3
ENGLISH NEWS 90 79 -13
HINDI BUSINESS NEWS 37 28 -24
HINDI GEC 7364 6899 -6
HINDI MNEWS 1083 968 -11
HINDI MOVIES EXCEPT MAX 1996 2177 9
HINDI MUSIC GENRE 601 611 2
INFOTAINMENT 304 283 -7
KIDS 1632 1955 20
LIFESTYLE 38 41 7
MAX 743 2376 220
REGIONAL 8515 8671 2
Today IPL is hottest property on India TV channels
The average TVR for IPL season IV was 3.91, much lower than 5.51 for IPL season III
Surprisingly, Hindi & English GEC has not shown adverse effect on its viewership share in IPL period
IPL IV has shown negative impact on News category
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Television- 2011 updates
Source: TAM | Google
DTH penetration in India has been reached to 40 millions in 2011 Till August 2011, new channels like Mtunes, Music Express, News Express launched in Music & News
category. As well UTV Star made entry on 14th August to make space in Hindi Entertainment category
Mtunes & News Express are India's first HD channels in Music & News categories respectively
ZEEL & Star India have come together to form a 50:50 joint venture in distribution. The company name
is Media Pro Enterprise India
In Bangali GEC, ABP launched first if its own channel Sananda TV. This regional TV market was
dominated by Star Ananda, ET Bangla & Zee Bangla UTV Action made entry in regional market with launching its feed in Telugu language on 29th June 2011.
Sri Adhikari Brothers launched three Hindi regional channels in February 2011. Dabangg & Dhamaal
targeting Hindi regional markets & Dhamaal caters Gujarat market
Colors were 12 times on no. one position in weeks of 2010. Till week 342011, star consistently
maintained its leadership position with keeping reasonably gap for second position channel colors
Hindi GEC is the largest & shows same viewership share in 2011 as compared to period 2010 Following to Star India, ZEEL underwent rebranding exercise of all its channels to connect with audience,
& maintain top position in Hindi GEC space- Ummeed Se Saje Zindagi
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The Print Industry-At a glance
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Print media industry-Revenue
Source: PWC | Industry Estimates
Growth of the print media industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Newspaper 121.1 131.5 140.7 142.8 159.59.2
% change 17.3 7.0 1.5 11.7
Magazine 16.5 19.0 21.0 18.6 19.23.8
% change 14.9 10.6 (11.5) 3.1
Total 128.0 149.0 162.0 161.5 178.78.6
% change 16.4 8.7 (0.3) 10.7
The size of print industry was INR 178.7 billion in 2010, marked growth of 10.7% over the
period of 2009
It was poor year for magazine industry with marginal growth in advertising & almost no change
in circulation
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Print media industry- Revenue segmentation
Source: PWC | Industry Estimates
Growth of the print media industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Advertisement 78.0 94.0 103.5 100.0 113.59.8
% change 20.5 10.1 (3.0) 13.5
Circulation 50.7 56.5 58.3 61.5 65.26.5
% change 12.0 3.0 5.0 6.2
Total 128.0 149.0 162.0 161.5 178.79.6
% change 16.4 8.7 (0.3) 10.7
Print advertising constitute 63% of revenue for the segment, registered a growth of 13.5% in
2010 over the 2009
Circulation revenue for the print grew by 6.2% in 2010 over 2009
The growth in circulation was largely contributed by players expanding into newer geographic
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Sector & Category wise share in print advertising
Source: TAM Adex
Sector-wise share in print advertising in 2010
Top sectors Share %Services 12
Banking/Finance/Investments 11
Education 10
Auto 7
Retail 5
Personnel Accessories 4Durables 4
Personnel Healthcare 3
Corporate/Brand Image 3
Media 2
Print ad volumes of the services sector grew by 43% during 2010 as compared to 2009
Print ad volumes of the BSFI sector grew by 50% during 2010 compared to 2009
Print ad volume of education sector grew by 6% during 2010 compared to 2009
Educational inst. , social ads & properties/real estates were the top three categories constituted 39%
share of overall print ad pie
Share of top categories in print advertising in 2010
Top categories Share %Educational Institutions 9
Social Advertisements 7
Properties/Real Estates 4
Independent Retailors 4
Cars/Jeeps 3
Corporate/Brand Image 3Hospital/Clinics 2
Events 2
Cellular Phones 2
Coaching Centers/Competitive Exams 2
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Key Advertisers in print advertising
Source: TAM Adex
Key advertisers in print in 2010
Sr. No. Top Advertisers1 Naaptol.com
2 Tata Motors Ltd
3 Maruti udyog Ltd
4 Pantaloons Retail India Ltd
5 LG Electronics India Ltd
6 Dell Computers Corporation7 SBI
8 General Motors India Ltd
9 Torque Pharmaceuticals
10 Videocon Industries Ltd
Naaptol.com, operating in internet service domain, broke into top advertisers category and was the
largest advertiser into print followed by Tata Motors & Maruti Udyog
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The Radio Industry-At a glance
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Radio media industry-Revenue
Source: PWC | Industry Estimates
Growth of the radio media industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Radio Advertising 5.0 6.9 8.3 9.0 10.821.20
% change 38.0 20.3 8.4 20.0
Radio share in ad pie % 3.1 3.6 3.8 4.2 4.4
Radio advertising saw healthy growth in 2010. The size of industry was INR 10.8 billion in 2010,
registering a growth of 20.0% overt the period of 2009
Radio advertising currently constitute about 4.4% of the total advertising industry
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Sector & Category wise share in radio advertising
Source: RAM Adex | PWC Research
Sector-wise share in radio advertising in 2010
Top sectors Rank -2009Properties/real estate 5
Cellular phone service 2
TV channel promotion 1
Independent retailors 4
Social advertisements 3
Cellular phones New Jewellery 10
Educational Institutes 6
Corporate/brand image New
Automobiles New
Properties/real estates was the top advertiser category on radio
Vodafone was the top advertiser as telecom players increased their spend in radio
Star TV rebranding itself and hence increased their promotion on radio
Share of top categories in radio advertising in 2010
Top categories Rank-2009
Vodafone Essar Ltd 2
Bharti Airtel Ltd 10
Star TV Network 6
Pantaloons Retail India Ltd 5
Nokia Corporation New
Tata Teleservices 3
Min of Health & Family Welfare 9
Coca Cola India Ltd New
Idea Cellular Ltd New
HUL 1
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FM penetration 2007 vs. 2011
Source: Radio Establishment Survey |RAM| PWC Research
51%
59%
71%
63%59%
70%
88%87%
64%
77%
0%
10%
20%30%
40%
50%
60%
70%
80%
90%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mumbai Delhi Banglore Kolkata Overall
FMP
enetration2011(%)
FMP
enetration2007(%)
2007 2011
Radio penetration has increased from 59% in 2007 to 77% in 2011 in the four metros
Delhi has observed the greatest increase in FM penetration among RAM markets
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Preferred mode of listening to radio
Source: IRS 2010 Q4 | PWC Research
71%
21%
2% 1%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Radio/Music System Mobile/PortableDevice
TV Car/Stereo Others
FMP
enetration2007(%)
%
Radio handsets & music systems remain the most used device for radio listening
This is probably because listening habit has not yet occurred in smaller town of India
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The Internet Industry-At a glance
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Internet media industry-Revenue
Source: PWC | Industry Estimates
Growth of the internet media industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Internet Advertising 1.6 2.7 5.0 6.0 7.748.1
% change 68.8 85.2 20.0 28.3
The online advertising market is one of the fastest growing segment in the Indian E&M
industry
The size of the industry was INR 7.7 billion in 2010, registering a growth of 28.3% over 2009
Social media is growing to become an important form of online advertising
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Top social networking site in India
Source: ComScore Media Matrix | PWC Research
Top social networking site in India
Total India: Age 15+, home & work locationIndia Total unique visitors (000)
July-2009 July-2010 % change
Total Internet: Total audience 35028 39562 13
Social networking 23255 33158 43
Facebook.com 7472 20873 179
Orkut 17069 19871 16Bharatstudent.com 4292 4432 3
Yahoo! Plus - 3507 -
Twitter.com 984 3341 239
LinkedIn.com - 3267 -
Zedge.net 1767 3206 81
Ibibo.com 1562 2960 89
In India social networking sites have shown a remarkable growth of 43% in total unique visitors over
2009
Advertising on social media has shown a growth of 54% in 2010-11
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Purpose of internet access
Source: IAMAI| PWC Research
41%
32%
25% 24%
6% 5%3% 2% 2%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
%o
fpurposeofonlineaccess
Travel site push economic growth on fast track
Travel sites reached 37% of the online population in India in April 2010
Entertainment & Communication are major cause of internet access, 73% reached on internet for these
reason
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Internet users: 50:50 splits in Metros-Non Metros
Source: IMRB iCube report 2010
Increasingly, growth is coming from Non Metro
towns
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SEC AB users are largest segment-37 millions
63%
37%
Male
Female
Online Media Plans skew towards
Male, SEC AB
Share of Women has gradually increased from 25%
to 37% of total users
Source: IMRB iCube report 2010 | ComScore 2011
f l
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User profile on internet
35%
41%
16%
6% 2%
Age break up
15-24 25-34 35-44 45-55 55+
63%
37%
Gender
Male Female
Youth is driving the growthMore than 75% of them are between 1534
Male are in majority but growth % of females on the internet on an increase
Source: IMRB iCube report 2010 | ComScore 2011
l h
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User exploring the net more
05,000
10,000
15,000
20,000
25,000
30,000
35,00040,000
45,000
ServicesPortals
Social Network
Search
News
Technology
Multimedia
Blogs
Retail
Finance
Travel
EducationCareer
Music
Sports
Movies
Games
Photos
Regional
TV
IM
B2b
Health
Automotive
Real Estate
May-11
Apr-10
Social networks are the new IMs andPhoto sharing platforms
Internet is the new TV, 100% growth
for TV sites, more than 10mm users
watching TV content
Moderate growth of about 35% for
Retail, Travel & Finance
Health & coupon category seeing an
upward trend
Internet grew by 13%, avg. growth for Categories 48% indicating more consumption by same users
Source: ComScore 2011
Ch i di ib i
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Change in age distribution
Source: ComScore 2011
34%
27%
41%
26%
16%
22%
6%
14%
2%
11%
15-24 25-34 35-44 45-54 55+
25-34 age has the highest share with more than 40% users of total internet
I i
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Internet routine
Source: Microsoft 2011
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Internet- 2011
Source: IIMRB iCube Report | ComScore May 2011 | PWC
100 Million active users by 2012 Average of 16 hours being spent online every week
100% increase in time spent in last three years
85% of internet users are in the age group of 19-40
100% growth for TV sites, more than 10 millions users watching TV content
The online advertising industry is estimated to march ahead from INR 7.7 billion in 2010 to INR 24 billion
in 2015 a CAGR of 25% over the next five years
In January 2011, Groupon entered the Indian market with the acquisition of SoSasta.com As the national broadband policy formulated & implemented over the next three to five years, internet
subscription will increase
Highlights of 2011
o Bazee com Pvt Ltd invested INR 164.8 million in Ebay India Pvt Ltd
o As 3G becomes more affordable, it will give boost to mobile advertising
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Film industry- Revenue
Source: PWC | Industry Estimates
Growth of the film industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
Box office-domestic 64.0 71.5 81.3 70.0 61.1(1.2)
% change 11.7 13.6 (13.8) (12.7)
Box office-overseas 7.0 8.5 10.0 8.0 7.72.4
% change 21.4 17.6 (20.0) (3.8)
Home Video 6.4 7.4 5.9 6.5 5.2(5.3)
% change 15.3 (20.9) 11.3 (16.1)Ancillary right 7.0 8.5 10.0 10.5 13.5
17.8% change 21.4 17.6 5.0 28.6
Total 84.4 95.9 107.1 95.0 87.5 0.9
The industry showed negative growth for second consecutive year There were 215 Hindi releases in 2010 as compared to 235 in 2009 and 1059 regional releases
in 2010 as compared to 1053 in 2009
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Film industry- Multiples players
Source: PWC | Industry Estimates
Snapshots of key multiplex players- Total number of screens in 2009 vs. 2010
Players 2009 2010 Proposed addition in 2011
Cinemax 94 114 30
Big Cinema 253 260 -
Fame 95 97 10
Inox 119 144 40
PVR 148 175 50
Despite the lack of good quality content in film, multiplexes registered double digit growth
Multiplexes experimenting schemes to increase footfalls by giving heavy discount on morning
shows
Newer players like Cinepolis, Mexican multiplex chain announced its entry in Indian market in
2009
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Music industry- Trend & conclusion
Source: PWC | Industry Estimates
The music industry its revenue from five major streams
Physical Sales:-Revenue from cassettes, CDs, etc.. Mobile VAS:-Ring tone, caller ring back tone, songs & mobile friendly items, etc..
Radio broadcast:-Royalties from radio stations, etc..
Online download:-Sale of music through internet download
Public performance royalty:-Royalty from events & other functions
Major portion of the music revenue in India comes from film Music Share of independent music album is very small
The industry is currently estimated to be INR 9.5 billion in 2010 as compared to INR 7.5 billion
in 2009, growth of 25.7%
Mobile is expected to continue to be major growth driver for the music industry
Mobile VAS would contributes around 75% in the total revenue in 2015
Physical sales are expected to decline in the coming years
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OOH industry- Trend & conclusion
Source: PWC | Industry Estimates
The industry was estimated to be INR 14 billion in 2010 showing a growth of 12% over 2009.
Telecom, BFSI, E&M & FMCG were among the top advertisers for 2010
Digital OOH is the next growth medium for the industry
Focus is shifting from the number of screens to the quality and quantity of audience
OOH players offering innovative & customized solutions to advertisers for specific target
audience
OOH players are focusing on ROI rather than on increasing the number of properties
Growth of the Indian OOH industry in 2006-2010
INR billion 2006 2007 2008 2009 2010 CAGR (%)
OOH Advertising 10.0 12.5 15.0 12.5 14.08.8
% change 25.0 20.0 (16.7) 12.0
OOH share in ad pie (%) 6.2 6.4 6.9 5.8 5.7
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Enquiries
Aidem Venture Pvt Ltd.
Kaledonia,Andheri Sahar Road
Near Andheri Station
Andheri East
Mumbai 400069
IndiaContact no. +91. 2266665000
www.aidem.in
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