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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 !