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MEDIA INDUSTRY OF INDIA
Transcript of MEDIA INDUSTRY OF INDIA
Traditional media still going strong
Growth in new media
Digitization of film and TV distribution infrastructure
Greater sophistication and segmentation in content
Regional markets remain key centers of growth
1. Experimental telecast started on Sept 15, 1959
2. Regular daily transmission in 1965
3. Self-regulation model felt:
- No regulations since today
- Court is still debating about it
4. The volume of the industry: 439.5 billion Euro (2012) / Expected growth: 18%
5. Evolution of the audiences: In 1977: 676,615 HH / today: 154 million HH with TV sets
6. Average watching time: 3 h/ day
7. Segmentation of content: different genres
8. Industry analysis:
- Threat of new entrants: Medium
- Threat of substitutes: Low
- Power of buyers: Low
- Bargaining power of suppliers: High
9. Future: digitalization / Newest form of TV: mobile TV
No government regulation or specific law
Essential regulatory body: Advertising Standards Council of India (ASCI)
Voluntary self-regulatory council acting in accordance to its Code of Advertising Practice
Contractual relationship between the advertiser and the agency : The Indian Contract Act
Evolution of investment:
Advertising represents 40% of media revenues
Advertising was concentrated: 50 advertisers for 80% of spending
Largest advertiser: Hindustan Lever
Ernst & Young , Spotlight on india’s entertainment economy: Seizing new growth opportunities.
KPMG, Indian media & entertainment industry to achieve growth of 11.8 percent in 2013 and touch inr 917 billion.
India entertainment and media outlook 2011, 10212 & 2012
A Snapshot of Indian Television History.
BBC. (2012, May 08). Fierce debate on media regulation in India.
Cable TV digitization opens up host of opportunities, Rediff Business, November 21, 2012.
Choudhary, V; (2013, Oct 22). Indians waking up to TV when and where they want it.
Chawla, A., Sharma, S., & Krishnan, L. V. (n.d.). Tv viewing: Reasons for shifting loyalty.
Digitisation drives players to step up their DTH play, The Sunday India.
Kalra, A. (2012, December 03). Media in india: fine line between regulation and freedom.
Mobile TV Growth Opportunities in India, Analysis India
Internet online services low cost and broad audience
India growing number of users and Internet access
- Advertisers moving into online sphere
Animation sector not exploited yet
Revenues and costs
Total revenue is constantly growing and was in 2012 stated with 224 thousand Indian Rupees
Highest cost in a print set-up is newsprint (40- 50 % of a publishers cost base)
Segmentation and Regionalization
Highly segmented and regionalized
Circulation of regional language print media increased from 2,59 crores (10 million) to 2,90 crores
The readership of regional print media increased from 43 crores to 45 crores
Regional media consumption is expected to continue to rise
Intensive competition is expected
Threat of new entrants
Threat of substitutes
High amount of different products
Hardly varying and very low newspaper price
No switching costs
Power of buyers
Power of suppliers
Indian population: 1,220,800,358 estimated as for 2013. Half of those are under the age of 25, and 65% under the age of 35.
Literacy rates: 74% of the population above 7 years old.
o Among males: 82,14%
o Among females: 65,46 %
o Increase compared to 2001 census: 9,21% (trend)
Means of communication per household in 2011
o TV: 47%
o Telephone: 63% (53% mobile only)
o Radio: 19% (against 35 % in 2001)
o Computer: 9% (3% with Internet)
o None of these: 27% of the population
Access to the Internet by device:
o Mobile 59%
o Computer 41%
Access to the Internet by area: 13% of the population
o Urban: 11%
o Rural: 2%
The Indian radio industry is regulated MBI.
- From 1993 private radio stations were allowed.
2012 -> 158 million listeners
Between 1970-1994 number of radio receivers increased from 14 to 65 million listeners.
- 90% Indian‘s population has access to radio
- The threat of new entrants is high.
- The bargaining power of the suppliers is low.
- The biggest threat of substitutes is internet.
- The bargaining power of buyers is high.
- The rivalry between different stations is high.
The target listeners – youth.
- The most popular Hindi film songs
- 245 private FM stations in 86 cities.
All India Radio
Online radio – powerful medium
No license requirements for internet radio.
Structure of industry
Growth from $11.9 billion in 2011 to $13.4 billion in 2012
+13% in total advertising expenditure
+9% in advertising revenues
Factors in media selection
New advertising trends
Most attractive ability to target audience
Print favorite medium (big choice of dailies and multiple languages
Radio Auction Phase III licenses helped reach smaller markets
TV Increasing affordability of High Quality TV
Equality in ad rates
Embedded ads during TV programs
Big bang approach
Campaign at the beginning & end of the month
Online advertising market growing rapidly